Report: Kohl's Focuses on 'Total Store' Shoppers
New York City, Kohl's Inc. is focused on encouraging customers to shop across all of its divisions, President Kevin Mansell said Monday, according to the Associated Press.
At a Bank of America investment conference in San Francisco, Mansell said the company is working on creating “total store” shoppers. He said the majority of shoppers shop at only one of their lines of business, but when they shop over more than one category their average transaction amount doubles.
The company has focused on creating exclusive national labels, such as "Simply Vera" created with Vera Wang, that offer products across several categories, including apparel, accessories and home products, in order to encourage shoppers to shop for their whole lifestyle, the report said.
Mansell added that the company has been battling weak same-store sales, particularly in July and August. Mansell said that geographically, the West and the South typically perform well, but during July and August those regions came in below the total same-store sales trend.