Kohl's 2007 Annual Report Download - page 9

She is attracted to new
things. Truly inspired
solutions put her at ease.
She trusts us to put it all together.
She feels confi dent she’s making good choices.
Today, we have greater clarity than ever
before as to where our opportunities lie and
how to leverage them for business growth.
We continue to deepen our understanding
of our customer and identify new ways to be
the store for her.
First and foremost, we are inviting her in by
showcasing merchandise and communicating
value. Our stores feature inviting brand
graphics that not only show her how to create
the head-to-toe look but also help her navigate
the store to fi nd exactly what she wants.
Innovative merchandising displays showcase
complete wardrobe solutions — from the must-
have jacket to the coordinating handbag.
By making it easier for her to shop the store,
we will achieve our goal of moving her from
buying a single item to creating a total look.
We will continue to improve and expand her
Kohl’s experience with new features and
enhancements on Kohls.com. A recent website
addition invites her to “play” with the colors
of spring as she simply clicks her way to
another solution.
As we move forward, we will continue to
focus on marketing that builds trust through
an inviting and reassuring voice. This
messaging will reinforce Kohl’s positioning
of outstanding value both in what she gets
for her money and what she gets from the
experience across all marketing mediums.
Marketing is more focused than ever on
presenting inspired solutions and bringing
her value to make her life easier.
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