Kohl's Introduces New Store Experience and Features

Kohl’s announced that it's introducing Discover @ Kohl’s, a new in-store and online experience designed to embrace inclusivity and bring discovery and inspiration to every store trip and online visit. Discover @ Kohl’s features seasonal areas throughout 600 of the retailer's stores and website that curate “dozens of emerging, established, and diverse-owned brands that are new to Kohl’s,” the company said in a press release. From July through October, the areas will include Back to School, Get Outside, Fall Family Fun, and For Women By Women, a collection of female-founded activewear. Discover @ Kohl’s areas will be positioned throughout the store, and will also maintain a consistent presence by Kohl’s Amazon Returns, which will feature a rotating assortment of gifts that give back.

Total Retail's Take: Kohl's is working to turn itself around, especially after rejecting a takeover bid from the Franchise Group (FRG) a little over a week ago. To do this, it's taking a page from its competitors' playbooks and trying some new merchandising approaches. The new Discover @ Kohl’s in-store areas, for example, can be compared to Market @ Macy’s, a successful merchandising concept started by Macy's several years ago that features rotating selections of emerging direct-to-consumer brands. In addition, earlier this year Walmart said it's testing new store display methods that include a rotating assortment of gifts that donate proceeds from every purchase. Lastly, Target may be best known for its innovative approaches such as its collaboration with designers and store-within-a store concepts. Engaging experiences coupled with in-demand merchandise and services (e.g., Amazon returns) will be key to Kohl's turnaround strategy.