The Partnership That Saved Kohl's
Inc. BrandView, March 13, 2019
The growth of Kohl's retail stores has been at a stand still since 2010; it's loyal customers were growing older and new, younger shoppers were flocking to Amazon and Target. Kohl's knew it had to do something to find new growth before it went completely extinct.
Kohl's has been making a variety of changes helping regain its relevance but there was one partnership that has had the biggest impact: Kohl's partnered with Amazon.
As of October 2017, Kohl's has began accepted returns from Amazon, even without original packaging. Kohl's then turns to its own resources to package the product and ship it back to Amazon. In addition to returns, more than 200 stores now sell Amazon products such as the Echo and Kindle readers.
With young customers already accustomed to buying on Amazon, this initiative allows Kohl's to be the middle man by eliminating the pain of returns and also giving shoppers the option to get certain Amazon products now, without the wait. According to a CNN report, Kohl's stores who participate in the Amazon return program have seen an average of 13.5% higher traffic than those who didn't.
Although it may seem like a bold move, Kohl's proves the time old saying, "if you can't beat 'em, join 'em."
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