Kohl’s Launches New Rewards Program Nationally

Kohl’s has rolled out its new Kohl’s Rewards loyalty program throughout the country after a successful pilot in multiple markets, according to a Tuesday (Sept. 8) announcement.

Shoppers who sign up for the program will accrue 5 percent Kohl’s Cash daily regardless of “when or how” they decide to make their purchases, according to the announcement.

Customers will also receive tailored promotions and incentives year-round as well as a birthday gift through the program. They will get reminders when they have Kohl’s Cash that they can use toward purchases, while they will have 30 days to use their “Rewards-issued Kohl’s Cash,” according to the announcement.

Kohl’s said it has been testing Kohl’s Rewards in 13 markets and the initiative has garnered a “strong customer response.” The retailer said the positive result of the experimental effort brought about its decision to launch Kohl’s Rewards throughout the country.

“Kohl’s has always been synonymous with value — and over the last decade we’ve built one of retail’s leading loyalty programs, a critical element in delivering an outstanding experience for our customers,” Kohl’s Chief Marketing Officer Greg Revelle said in the announcement. “Following a successful pilot that resonated so well with our customers, we are excited about this next evolution of loyalty at Kohl’s.”

The news comes as Kohl’s reported on Aug. 18 that digital sales jumped 58 percent in Q2 compared to 2019 as its net sales dropped 23 percent amid COVID-19.

“COVID has accelerated important movements that have been underway for some time,” Kohl’sCEO Michelle Gass said on an earnings call at the time. “Customers are adopting more active and casual lifestyles, and they are shopping more digitally.”

Kohl’s registered an adjusted non-GAAP net loss of $39 million (25 cents loss per share) on net sales of $3.21 billion. The results came out ahead of analyst estimates of a loss per share of 83 cents on revenue of $3.09 billion.