Kohl’s first offline promotion of its new web site rolls out this week
Kohl’s Department Stores, one of the last of the big-box stores to launch an e-commerce site, has spent the past several weeks making refinements to the shopping site it soft-launched in June and will begin its first promotion of www.kohls.com in offline media with a back-to-school campaign that rolls out this week. Menomonee Falls, WI-based Kohl`s will promote the web site on a market-by-market basis, eventually integrating promotion of the site into all of its traditional offline print, broadcast, radio and billboard advertising.
Kohl’s initial offline promotion of its web site will be in circulars distributed in local markets, starting this week with the Midwest. The company also will mail statement inserts to credit card customers explaining how to shop with Kohls.com in what a spokeswoman calls “educational promotion to heighten awareness of the web site.” TV advertising will incorporate promotion of the web site beginning in September, she adds.
Adjustments to the web site since June have focused on what the company characterizes as minor modifications to the ordering and navigation processes. “Keep in mind we’ve never been in the catalog business, nor are we now,” she says of the soft launch. “We really wanted to be sure we approached this step by step to assure that we would integrate this in a way that’s effective.” Kohl’s, which has 354 stores, will open four new stores this months and an additional 24 in October. “We know that’ s our main sales and growth opportunity,” she says. “We do believe there is a role for an online presence. It`s all about convenience."
Formerly, Kohl’s had an informational web site not equipped for transactions. The e-commerce site now includes search options by department, category, brand or traditional keyword, registration for two-step expedited checkout, a ship-to address book, and online tracking of current and past orders. The site features a selected assortment of key items and best sellers crossing apparel, room decor, and kitchen electronics. It plans to offer additional services including gift cards and gift boxes as the holidays approach.
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