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Kohl’s Debuts New Loyalty Program

Kohl’s Debuts New Loyalty Program

Romana Hai
Kohl's Debuts New Loyalty Program

Kohl’s announced the launch of its new simplified loyalty program dubbed Kohl’s Rewards.

The loyalty program will allow customers to earn 5 percent in Kohl’s Cash on all purchases and get personalized deals and perks such as a special birthday gift, regardless of how they pay.

Customers can expect to receive their Kohl’s Cash in $5 increments which will be disbursed on the first day of the following month. Customers can then utilize their Kohl’s Cash when purchasing any products from Kohl’s within a 30 day period.

“We will maximize value for our Kohl’s customers nationwide with the launch of Kohl’s Rewards by rewarding them with more Kohl’s Cash every day,” said Greg Revelle, Kohl’s chief marketing officer. “Following a successful pilot that resonated so well with our customers, we are excited about this next evolution of loyalty at Kohl’s. It’s unlike any other program, benefitting every rewards member – whether they are just getting to know us or shopped with us for years.”

According to a company press release, the retailer initially piloted the program across 13 different markets where the program was deemed successful.

The new loyalty program builds upon the retailer’s current Yes2You Rewards program, but now offers a much more simplified earnings and redemption structure.

Kohl’s has some 30 million members that are already enrolled in the company’s Yes2You Rewards program. These members will be auto enrolled in the new program, and existing Yes2You Rewards points will be converted to an equivalent value under the new Kohl’s Rewards program.

Through the new program, Kohl’s plans to deliver a more personalized experience by offering unique deals and perks to its core customers. The retailer is also aiming to make the new program more engaging by enabling new features such as printing out a customer’s Kohl’s Rewards balance on the shopping receipt, digital reminders of available Kohl’s Cash coupons, and the ability to sync Kohl’s Rewards balances across channels.

“Consumers want their shopping experience to be a bit more tailored to them.”

The State of Fashion 2020 Coronavirus Update, Business of Fashion & McKinsey & Company

The move comes at a time when customers are demanding more personalization from retailers and brands they choose to shop with. And retailers that are succeeding in offering up unique, thoughtful and personalized customer experiences, are seeing returning customers and long term loyalty.

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