KOHL’s
The Brief
A staggering 95% of new customer growth in the Baby Category came from Online sales, catapulting Kohls to the top 3 position e-commerce sites for baby gear and furniture. What started as straight forward ask for an Endless Aisle solution, research presented this duality: A majority of Kohls loyalist who shopped in store, had no awareness that Kohl’s sold more than apparel. And worse, on liners had no interest in shopping store – for the very same reason – its limited selection and poor physical experience. Without the being a credible destination for more than Apparel, we’d have a very difficult time attracting a customer base that would be open to shopping brick & mortar.
The Strategy
We solved this dilemma by reinventing the Category, and using the nomenclature Endless Baby, as a lens to telegraph that Kohl’s stands for anything and everything baby. This led to a Campaign and Content Strategy that created hooks of distinction, and a credible platform for Kohl’s to own baby – by owning FIRSTS: and leveraging a milestone strategy to drive brand engagement and create shopping occasions of meaning, value, differentiation, and relevance
The Outcomes
For the first time, this project brought together a disparate group of Kohl’s business lines [CX, e-com, Visual Merch, Marketing, Registry and Insights] together as a functional team to combine talent, time, and budget to a project of this stature. The design thinking and technical elements were created as Minimum Viable Product [MVP] and successfully tested in 3 locations.
