Kohl’s KatsThe University of Arizona

Kylie StrattonSydney Strommen

Angel Varela Jocelyn Caquias

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

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

Budget

YesTabBudg

et ROI Sales Associate SuccessVision

• Implementation in all stores

– Five cart systems in every Kohl’s store

–Mass advertising

IndexFuture

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

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

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

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

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

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

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

Incredible SavingsWith the YesTab, item level savings are

emphasized and all coupons are digitally and centrally stored 

YesTab Budget ROI Sales

AssociateSuccessVision IndexFuture

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

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

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

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

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

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

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