Kohl’s makes no secret about the lofty customer experience goals that it sets for itself. In fact, it strives to become no less than the most engaging retailer in America. Even the very name of the brand’s all-encompassing customer engagement initiative speaks to the extremely high level of excellence it wants to achieve.
It’s called the “Greatness Agenda,” and it details Kohl’s plan to harness the power of customer insights to identify the critical activities that can organically grow business and win brand loyalty. Operating under a multi-year outline, the Greatness Agenda has already completed its first year. And based on the strength of the pillars and values established during its first year, it’s already seen a significant amount of success.
“The Greatness Agenda is our multi-year plan and it’s working,” said Kevin Mansell, Kohl’s CEO and President. “The key business initiatives outlined in the Greatness Agenda one year ago have delivered. With one year of key wins and further customer insights under our belts, we are on course to meet our three-year goals and become the most engaging retailer in America.”
The main tenet of the Greatness Agenda is “to inspire and empower families to lead fulfilled lives.” This mission is supported by five pillars, which are to offer Amazing Products, Incredible Savings, an Easy Experience, Personalized Connections and Winning Teams.
Phase one of the Greatness Agenda plans to see Kohl’s achieve three key goals. By the end of 2017, it hopes to increase sales to $21 billion, be in the 90th percentile for associate engagement, and be “best-in-class” for customer engagement.
As part of the Greatness Agenda, Kohl’s also rolled out its incredibly successful Yes2You Rewards loyalty program, which now supports more than 33 million members.
Now Kohl’s is extremely excited to enter the second year of the Greatness Agenda.
“We recgonized quickly that our actions on localization were bearing fruit and we needed to elevate our vision,” Mansell continued. “Our goal now is to create unique assortments by individual store and complete the process across our entire merchandise offering by the middle of next year.”
Year two will see the Greatness Agenda move closer to achieving its primary goals by further bolstering two of its pillars.
The “Amazing Products” pillar will be enhanced by driving relevance through creating a unique assortment of products according to the wants and needs of individual customers in local stores. Creating a seamless digital customer experience through all in-store, online and mobile channels, will also enhance the “Easy Experience” pillar.