Kohl's (NYSE:KSS) is testing out in-store cafes at two locations in the Milwaukee area. The stores in Delafield and Menomonee Falls, Wisconsin will use the grab-and-go area as a way to try and increase foot traffic into the department store chain.
The Kohl's will include very limited seating, so consumers can get nourishment but then return to shopping, reported PYMNTS.
"You want the customer to dwell more," Jon Grosso, executive VP and director of stores for Kohl's, said in a statement, reported PYMNTS. "You want them to spend time in the building."
At this time, the chain has no plans to extend the cafe concept but is waiting to see how the initial tests work out. Grosso said the idea is to learn and apply lessons in 2016.
The cafes are part of Kohl's "greatness agenda." This strategy is meant to increase the brand's sales by $2 billion by 2017. The agenda was put into place by the company's chief merchandising customer officer, Michelle Gass, a former Starbucks executive.
Other elements to the "greatness agenda" include a revamped beauty section at hundreds of locations. Plus the recent addition to buy online and pick up in stores and the chain's first off-price store, which opened last summer.
Eateries within a retail store can be a big draw for consumers, as it has proven successful for brands such as Ikea and Target. In fact, Target recently announced that it would revamp its cafes in 14 stores this fall, adding items such as pressed juices and artisan pizza to the menus.
-See this PYMNTS article
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