Kohl's (NYSE:KSS) is ramping up its omnichannel and digital initiatives to enhance the customer experience. Improvements include new shopping tools on the Kohl's app, enhanced mobile payment options, and a test of same-day delivery.
First, a new mode was installed in the Kohl's app, which will provide a more personalized experience for consumers while in-store. Shoppers can opt in to the store mode, allowing them to search inventory and find special promotions, such as Kohl's Cash and coupons.
Second, Kohl's will now accept Apple Pay both in-store and through the Kohl's app. Consumers can also quickly and securely pay across all digital channels with Visa Checkout, available on Kohls.com and mobile devices.
There is also a redesigned mobile website with enhanced search features, as well as an improved mobile checkout experience. The Kohl's tablet app will also have a new look and increased functionality, including integration of the Yes2You Rewards loyalty program and access to Kohl's mobile wallet. Product detail pages and collection pages are getting a redesign and will give shoppers easier access to product listings and savings, according to the company.
Other improvements include the option across all channels to buy online and pick up in-store (BOPIS). Previously only available on a computer, customers can now choose this option via smartphone. BOPIS rolled out nationally at Kohl's earlier this spring.
Finally, Kohl's will be testing same-day delivery for online purchases. Customers in pilot areas can select same-day delivery and their order will arrive later that day.
"Kohl's is committed to providing our customers with an easy, convenient shopping experience in a way that is personalized and engaging—no matter how each customer prefers to shop," said Kevin Mansell, Kohl's chairman, CEO and president.
"Our digital teams are continually testing new ideas and capabilities to create a world-class omnichannel experience that is seamless across devices. With each evolution, we aim to elevate our offerings for an easy, inspiring shopping experience."
Kohl's is in the midst of a three-year comeback plan that includes a makeover of its e-commerce program. The retailer has been aggressively rolling out new mobile features in advance of the holiday selling season.
*An earlier version of this story originally appeared in FierceMobileRetail's sister publication, FierceRetail.
-See this Kohl's press release
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