What may be a household name for some, and a thing of the past for others, Kohl’s is fighting to remain relevant, or maybe become relevant, especially in the eyes of younger consumers. They’re trying out several new strategies to achieve this relevance, including “outfit bars”, in-house lines, featured brands, and celebrity collaborations.
CivicScience studied three strategies pertaining to Kohl’s: Amazon returns (yes, you can make them at Kohl’s locations), cosmetics, and the new home goods line designed by HGTV’s Jonathan and Drew Scott of Property Brothers.
First, Amazon returns. This strategy is genius if you think about it. Make a return, and inevitably do some shopping. Only offering this perk for the last few months, a survey found that many consumers have gone this route to return an Amazon item at a Kohl’s location.
Among consumers who use Amazon, 26% have either made a return at a Kohl’s location or report being interested in doing so.
Among Prime members, that number jumps to 33%.
And whether intentional or not, young people are going to Kohl’s to make Amazon returns.
Women are more likely to be interested in or to have already done this, too. Another win for Kohl’s.
Speaking of women, and one of the biggest markets geared towards them: cosmetics. Kohl’s is expanding its selection, and therefore the square footage dedicated to cosmetics at its stores.
From the CivicScience survey conducted on Kohl’s cosmetics, 37% of women said they would purchase cosmetics and beauty there if the brand(s) they love were offered.
The other good news? It’s Gen Z and their parents, Gen Xers, who are more likely to shop at Kohl’s for cosmetics.
The even better news is this move will likely earn Kohl’s brand new fans. Segmented by women again, 30% of those who are unfavorable to shopping at Kohl’s still say they’re likely to shop its blown-out cosmetics section. Nearly half of female Kohl’s favorables are also likely to buy cosmetics there.
Broadly speaking, Kohl’s has a great standing with U.S. women: 50% are favorable to shopping there.
Lastly, CivicScience looked at interest in the Scott Brothers collab (one way Kohl’s is taking a stab at private label). Things look good – 28% of the general population is interested in shopping this houseware line.
The study shows the most interest is among people who are already Kohl’s fans.
Gen Xers are more interested in this new line of merchandise than any other age group, but Gen Z is a runner-up.
All in all, the study shows that these new strategies should bode quite well for Kohl’s. Whether or not store revamps and new products can compete with other retailers in the brick-and-mortar and online space will be the biggest question.