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Will Kohl’s self-pickup system make a difference?

August 12, 2022

Kohl’s believes it has developed a better online shopping and in-store pickup system.

The retailer said on Wednesday it was rolling out self-pickup on qualifying orders across all of its more than 1,100 stores, with “no queues in sight.”

Customers placing orders online will receive an email from Kohl’s indicating that the purchase is ready for pickup. Once at the store, customers will click the “Open Pickup Pass” link on their phone and proceed to the pickup area indicated on signage inside the location. Customers will then click “Select Pickup” and enter a four-digit code that will be sent to them to locate the bin number containing their purchase.

Orders placed will be ready within two hours.

The retailer believes this shopping option combined with the Kohl’s app and Kohl’s Pay, which applies discounts and connects purchases to customers’ Kohl’s Card accounts, will make the chain one of the easiest places to shop. purchases.

“Our customers love the convenience of same-day online shopping, in-store pickup, and now we’re taking the experience to the next level,” Kohl’s CTO Siobhán Mc Feeney said in a statement. . statement.With some of the busiest months ahead for customers and associates, we’re excited to offer self-service pickup at every store for an easier and more efficient omnichannel experience.

The channel took the decision to upgrade the system after a successful pilot project. Customer verbatims provided by Kohl’s reinforce the simplicity, speed and convenience of the system touted by the retailer.

“Very simple and efficient process. I was able to get in and out very quickly.

“It was very simple, I entered the code and was directed to the pickup box!”

“I like the new self-pickup option rather than waiting in line.”

Kohl’s expects the convenience factor of its new system to help attract more customers in the future. The retailer’s store base is within 15 miles of 80% of the US population.

The upcoming holiday season will be a critical test for Kohl’s and its management team. The company has been under constant pressure from activist investors to take measures that can be used to monetize the company in the short term such as the spin-off of its real estate assets and its digital operations. Kohl’s amused offers for a outright sale of the company earlier this year, but determined that the offers made for the company were insufficient.

DISCUSSION QUESTIONS: How does Kohl’s compare to its retail rivals in terms of convenience? Will its new self-service pick-up system make a competitive difference?

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“Kohl’s self-service pickup system is super convenient, as it saves customers from queuing to pick up their orders online.”

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