kohl's kats - presentation
TRANSCRIPT
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Kohl’s KatsThe University of Arizona
Kylie StrattonSydney Strommen
Angel Varela Jocelyn Caquias
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Our Vision
To deliver yes to every customer, every time.
In order to do this, we will integrate a tablet attached to the shopping cart that acts as the customer’s digital personal shopper called YesTab.
Vision YesTab Budge
t ROI Sales Associate Success IndexFuture
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Budget
YesTabBudg
et ROI Sales Associate SuccessVision
• Pilot Plan
– 15 select stores
– Five cart systems in each store
– Test three market characteristics• Highly technology-savvy• Spanish-speaking• Affluent
Future Index
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Budget
YesTabBudg
et ROI Sales Associate SuccessVision
• Implementation in all stores
– Five cart systems in every Kohl’s store
–Mass advertising
IndexFuture
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Budget• Total Cost
– Pilot Plan: $147,011
– Implementation in all Kohl’s stores:$8,855,479
Budget
Vision YesTabBudg
et ROI Sales Associate Success Future Index
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Return on Investment
• Kohl's revenue target: $21 billion by end of 2017 – Requires less than 11% increase– Half of Kohl's customers shopping with
YesTab• Increase in Charge Card and rewards
program enrollment
YesTab Budget ROI Sales
Associate SuccessVision IndexFuture
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Return on Investment
• Showrooming
• Webrooming– Preferable to millennials • 50% participate in webrooming• Only 11% participate in showrooming
– Immediate gratification
Return on Investment
Vision YesTab Budget ROI Sales
Associate Success Future Index
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Return on Investment• Marriott push notifications
– Encourages leisure and spending within the hotel – Ease of access to deals and information
• Chili’s tablet at tables – 20% increase in dessert sales
• Amazon.com suggested products – 29% increase in sales in just one quarter
• 52% of millennials more likely to impulse buy than any other generation
Return on Investment
Vision YesTab Budget ROI Sales
Associate Success Future Index
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Redesigned Kohl’s Sale Associate
• Able to help traditional customers use the new technology and help the millennial customers introduce the new technology.
• Associates will be more encouraging of customers to join the Kohl’s Card reward program because of the YesTab advantages and easy experience.
• Gives associates more time to move product around the store and help with store layout and organization.
YesTab Budget ROI Sales
Associate SuccessVision IndexFuture
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Measuring Success
• What does the feedback from YesTab survey look like?
• How many people have signed up for the the Yes2You loyalty program and Kohl’s Charge Card program through the tablet?
• How often is the YesTab checked out?
• What does the financial and seasonal performance during the test pilot compared to previous years?
• What does the average spending of loyalty members and chargecard holders from the pilot plan compared to previous years?
YesTab Budget ROI Sales
AssociateSuccessVision IndexFuture
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Amazing ProductWith the YesTab, customers will receive
recommendations for products they overlooked and will have access to
products in other Kohl’s store locations
YesTab Budget ROI Sales
AssociateSuccessVision Future Index
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Incredible SavingsWith the YesTab, item level savings are
emphasized and all coupons are digitally and centrally stored
YesTab Budget ROI Sales
AssociateSuccessVision IndexFuture
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Easy ExperienceWith the YesTab, customers will have
their frequently asked questions answers and will be lead in the right direction with the tablet’s tailored
suggestions
YesTab Budget ROI Sales
AssociateSuccessVision IndexFuture
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Personalized Connections
With the YesTab, customers will receive a store experience tailor to them
based on their past purchasing history and tendencies
YesTab Budget ROI Sales
AssociateSuccessVision Future Index
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Winning TeamsWith the YesTab, store employees will have more time to set up and prepare
product while still satisfying the customer’s needs
YesTab Budget ROI Sales
AssociateSuccessVision IndexFuture
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Future and Possible Considerations
• RFID will enhance our technology– Locate items in store– Cart as RFID scanner • Eliminates need for scanning items
• Google Map Grid– Call for assistance– Associate can easily locate customer
Vision YesTab Budget ROI Sales
Associate Success Future Index
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Future and Possible Considerations
• Social Shopping Experience Feature– Customer logs into social media
accounts • Share pictures of desired products• Receive feedback from friends
– Exposure and advertising opportunity– Social media reward system.• e.g., every time a customer shares her
savings on Facebook, she will receive one point rewards point towards her next Kohl’s Cash
Vision YesTab Budget ROI Sales
Associate Success Future Index
Future and Possible Considerations
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Future and Possible Considerations
• Extended Language options– French–Mandarin– Hindu – German, etc.
• YesTab will not become obsolete– Continue to grow with additional
features and benefits
Vision YesTab Budget ROI Sales
Associate Success Future Index
Future and Possible Considerations
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Index
VisionYesTab Experience
BudgetReturn on Investment
Redesign of Kohl’s Sales AssociateMeasuring Success
5 PillarsFuture Possibilities and Considerations
YesTab Budget ROI Sales
Associate SuccessVision IndexFuture