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Despite the fact that Kohl’s registered less than favorable results during its fiscal second quarter, CEO Kevin Mansell remains confident that things will turn around, especially considering its burgeoning 10-month old loyalty program, Yes2You.
“While our bold moves around the Greatness Agenda continued to produce expected results, the underlying business trend was softer as a result,” Mansell said during the Aug. 13 second-quarter earnings conference call, according to Seeking Alpha. “Our Yes2You loyalty program continues to grow with two million more members added in the quarter, allowing us to reach 32 million total members. Over half of our transactions are now with loyalty members and almost three quarters of Kohl’s charged transactions are also loyalty member transactions. We intend to launch a number of new enhancements and will celebrate the anniversary of last year’s launch in October with a major event.”
What’s more, Mansell said Kohl’s continues to build a world class digital experience.
“Response to our new app has been very favorable with over two million downloads this year alone and we now have over eight million total users,” he explained. “Our wallet feature within our app has also been a big success with about 30% of our mobile traffic related to wallet use.”
Mansell was particularly excited about the rollout of Buy Online, Pick Up in Store to all company stores across the country.
“We’ll begin to market this feature across all of our platforms this fall,” he said. “Attachment rates are very encouraging in the pre-marketing phase and land at about 25%. Based on these early results, we now expect Buy Online, Pick Up in Store to be a significant percentage of our digital sales and a driver of incremental store traffic this holiday season.”
Personalization efforts continue to drive Kohl’s marketing changes this year.
“Already this year we have delivered over 130 million personalized mailers, over 120 million personalized emails, along with millions of personalized digital and wallet impressions,” Mansell explained.
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