Kohl’s Online Jumps During Black Friday

by Raymond Pucci 0

Kohl’s e-commerce business really took off during Black Friday Week. According to the following article, the department store registered 60 million hits on its shopper website.

Kohl’s Corp. saw a deluge of online customer traffic during the week of Black Friday.

The Menomonee Falls-based retailer said Tuesday that its website, Kohls.com, was flooded with traffic during the week of Nov. 21 to Nov. 27 thanks to all the cyber deals, blockbusters and other promotions it was boasting online. During that period, the Wisconsin merchant said it received more than 60 million visits on Kohls.com — 60 percent of which were on mobile devices. On Black Friday, the company also saw its active user engagement on the Kohl’s app spike 70 percent year over year.

As we reported Monday, Kohl’s also set its own company record on Thanksgiving for single day, online sales.

“Our Black Friday event produced our top two days of traffic and sales on Kohls.com ever,” Kohl’s chairman, president and CEO Kevin Mansell said, referring to Nov. 24 and Nov. 25, in a statement. “Store traffic was also extremely strong as we saw customers enjoy the experience of shopping together with family and friends.”

The retailer’s investment in creating a comprehensive omnichannel shopping experience for its customers seems to be paying off too. Nearly 40 percent of its Kohls.com orders were fulfilled though the buy online, pick up in store — or ship from store — service. Kohl’s started experimenting with the buy online, pick up in store option in 2014 to stimulate e-commerce activity. The initiative — which also has the added perk of driving additional traffic into the brick and mortar stores — was rolled out nationwide in 2015.

Kohl’s is riding the crest of the wave right now with its Kohl’s Pay mobile app, and this has probably spilled over to its online customers. Its single merchant pay app has been a big hit since its launch this past summer. The secret to its success is the high degree of integration offered to users. Loyalty points, marketing offers, and payments all rolled into one app. That’s what keeps customers engaged and coming back. Starbucks mastered this model, and Kohl’s has been a quick learner. Watch for other merchants to jump on this bandwagon as imitation is the sincerest form of flattery.

Overview by Raymond Pucci, Associate Director, Research Services at Mercator Advisory Group

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