As Kohl's prepares for the critical holiday shopping season, the retailer is switching up its loyalty program.
The Menomonee Falls-based retailer's long-established Kohl's Cash isn't going anywhere. The new loyalty program, announced Tuesday, is a streamlined version of rewards.
The new, free program called Kohl's Rewards offers 5% Kohl's Cash on every purchase. It replaces the Yes2You loyalty reward program through which shoppers earned points on purchases that were converted into rewards.
"We've eliminated points as part of Kohl's Rewards and changed our currency into Kohl's Cash," Greg Revelle, Kohl’s chief marketing officer, said in an interview with USA TODAY. "So that will make it much easier for customers to understand what they're earning, what they have available and how to redeem it."
The 30 million members of Yes2You Rewards program, which launched nationwide in 2014, will be automatically transitioned into Kohl’s Rewards and existing Yes2You Rewards points will be converted into the new program.
All Kohl's shoppers, including members, will still be able to get $10 Kohl’s Cash for every $50 spent during Kohl’s Cash promotional event periods, Revelle said.
The program, under development for around two years, was piloted in 13 markets: Austin and San Antonio, Texas; Baltimore; Buffalo and Rochester, New York; Indianapolis; Kansas City and St. Louis, Missouri; Minneapolis; Nashville, Tennessee; Phoenix; Raleigh, North Carolina; and Washington D.C.
Revelle said the new program simplifies Kohl's "overall loyalty proposition" by combining the longstanding Kohl's Cash program with rewards.
"Customers really want to redeem their Kohl's Cash, so we want to make it as easy and seamless as we possibly can do that," he said. "And part of that is communication and making sure they know what they have."
Kohl's sales have been down so far this year during the coronavirus pandemic. The retailer reported a 32.8% decrease in net sales in the six months ending Aug. 1. Kohl's closed all of its more than 1,100 stores in March because of the pandemic. All stores, which accounted for 75% of sales last year, have since reopened.
The start of the back-to-school shopping season was "softer" than usual.
Kohl's has said that it is expecting an unusual holiday shopping season this year. It anticipates that the season will start earlier than normal, possibly in October. Retailers make a large portion of their sales during this time. Kohl's has already announced that its stores will be closed on Thanksgiving Day.
Kohl’s Rewards loyalty program
- Kohl's Rewards members earn 5% back on every purchase every day and balances are converted and issued in $5 increments of Kohl’s Cash coupons on the first day of the following month.
- The coupons are valid for 30 days and there are no brand exclusions when redeeming them.
- Kohl’s Rewards balances will print on members' receipts and will sync across all channels. Kohl’s will send members reminders when they have Kohl’s Cash to spend. The coupons can be redeemed with other earned Kohl's Cash.
- With the program, Kohl's says members get personalized offers and access to extra reward events "to help you earn rewards even faster."
- Yes2You Rewards members will automatically be transitioned into Kohl’s Rewards, and existing Yes2You Rewards points will be converted to the new Kohl’s Rewards program.
- Learn more about the program or enroll at https://ift.tt/3byJmC4.
Kelly Tyko of USA Today contributed to this report.
Sarah Hauer can be reached at shauer@journalsentinel.com or on Instagram @HauerSarah and Twitter @SarahHauer. Subscribe to her weekly newsletter Be MKE at jsonline.com/bemke.
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