October 4, 2007, 12:00 AM

The platform changes keep on coming at Kohls.com

Now that it has introduced a newly redesigned web site and an updated e-commerce platform, Kohl’s Inc. will continue to make other upgrades such as rolling out an improved online gift shop, company executives told Wall Street analysts yesterday.

Mark Brohan

Research Director

Now that it has introduced a newly redesigned web site and an updated e-commerce platform, Kohl’s Inc. will continue to make other upgrades such as rolling out an improved online gift shop and adding more microsites, company executives told Wall Street analysts yesterday at an Indianapolis investor’s conference.

The new Kohls.com features a cleaner layout and bigger graphics. Kohl’s also updated its web site with enhanced site search that enables customers to search by size, color, brand and price and added more rich media, including zoom features, senior executive vice president Tom Kingsbury told attendees. “We’ve improved search and have a better home page and product presentation,” he said.

Going forward Kohl’s will also make other improvements. By the holidays Kohls.com will carry about the same number of SKUs as a typical Kohl’s store and an improved gift shop that features more rich media, a gift-wrapping service and personalized registry. Other enhancements include the introduction of two new microsites that feature designer products from Vera Wang and the Food Network.

In March Kohl’s chose Allurent Inc.’s Rich Commerce Suite to update its e-commerce platform. With the new applications in place, Kohls.com will soon feature faster checkout. “We continue to develop web site functionality each year to improve presentation and create an exciting shopping experience,” Kingsbury told attendees.

Kohl’s is No. 208 in the Internet Retailer Top 500 Guide.

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