Kohl's Test Thiab Kawm Ntawm Nws Lub Khw Muag Khoom Tshiab Hauv Tacoma, Washington

Kohl's tab tom sim lub khw muag khoom tshiab 35,000-square-foot tswv yim hauv Tacoma, Washington, muaj cov kev tsim kho tshiab. Lub khw me me, uas qhib rau lub Kaum Ib Hlis, tau ib xyoos hauv kev tsim. Nws nta ntau mannequins, huv si thiab qhib sightlines thiab ib qho chaw tshiab thiab txhim kho tus kheej tuaj tos. Cov chaw kuaj xyuas tau tawm mus rau sab thiab tawm ntawm txoj kev, yog li cov neeg siv khoom tuaj yeem tau txais kev saib zoo ntawm cov khoom muag thaum feeb lawv nkag mus rau hauv lub khw.

CEO Michelle Gass tau coj kev ncig xyuas virtual ntawm lub khw rau hnub Thursday, taw qhia tias mannequins muaj cov tawv nqaij sib txawv thiab tuaj nyob rau hauv ntau qhov sib txawv hauv kev sib txawv ntawm ntau haiv neeg thiab suav nrog. Dab neeg thiab mannequin vignettes tuaj yeem pom thoob plaws hauv lub khw. Gass tau hais tias cov neeg siv khoom xav tau kev tshoov siab thiab tseem xav tau yooj yim ntawm kev yuav khoom thiab kev yooj yim.

Gass ntawm Kohl tau hais tias "Peb nyob hauv nruab nrab ntawm kev rov tsim kho tshiab," “Nws yog txhua yam hais txog kev pabcuam rau cov neeg siv khoom. Lub tuam txhab tuaj yeem ua tus thawj coj hauv kev ua neej nyob thiab ua neej nyob. Muaj cov tswv yim, cov khoom lag luam thiab tus nqi, thiab muaj kev paub dhau los. Kev xav txawv ntawm qhov kev paub dhau los yog ib feem loj ntawm lub tswv yim no. "

Kohl tau tshaj tawm lub quarter thib ob piv rau kev muag khoom poob qis 7.7% thiab cov muag khoom poob qis 8.5%, thiab lub quarter thib ob diluted cov nyiaj tau los ntawm ib feem ntawm $ 1.11.

"Qhov txiaj ntsig thib ob tau cuam tshuam los ntawm qhov tsis muaj zog macro ib puag ncig, kev nce nqi siab thiab kev siv nyiaj tsis zoo, uas tshwj xeeb yog ua rau peb cov neeg tau txais txiaj ntsig nruab nrab," Gass tau hais rau lub Yim Hli. "Peb tau hloov kho peb cov phiaj xwm, siv cov kev nqis tes los txo cov khoom muag thiab txo cov nuj nqis kom suav rau qhov kev xav tau zoo dua."

Gass tau hais tias lub tuam txhab "ua ntau yam thoob plaws lub khw los cuam tshuam peb lub tswv yim tshiab ntawm kev ua neej nyob thiab ua neej nyob. Peb yeej twv peb tus kheej. Nws yog ib feem ntawm daim ntawv qhia no kom rov qab los thiab xav ua ntej. Cov neeg siv khoom xav tau dab tsi hnub no thiab nws yuav xav tau dab tsi tag kis. Yuav muaj ntau yam uas peb kawm los ntawm lub tswv yim no uas yuav qhia cov khw muag khoom tshiab mus tom ntej, nrog rau cov tswv yim uas peb tuaj yeem nqa rov qab rau peb lub nkoj muaj zog heev. "

Gass tau hais tias lub khw tshiab yog ib feem ntawm Kohl txoj kev cog lus los ua tus muag khoom omnichannel, thiab tseem muaj kev cog lus rau cov khw muag khoom. Gass tau hais tias "Nws yog qhov tseem ceeb rau peb lub tswv yim, tseem ceeb rau peb cov DNA, thiab nws yog ib qho tseem ceeb uas peb nthuav tawm rau peb cov neeg siv khoom," Gass tau hais. "Lub bar tau raug tsa nyob rau hauv lub ntiaj teb no ntawm digital thiab lub cev. Nws yog lub khw me me, uas yog daim ntawv qhia thaum peb saib kom nthuav cov khw muag khoom. "

Gass pom 100 lub khw hauv Kohl yav tom ntej, thiab lawv yog qhov loj ntawm lub tswv yim khw. "Qhov tseem ceeb, lub khw no tseem yog lub tswv yim," nws hais. “Nws yog ib qho kev sim. Nws tseem tsis tau yog qhov peb tau txiav txim siab ntsuas rau 100 lub khw. Peb muaj cov qauv ua haujlwm raws li kev lag luam thiab kev paub dhau los. Qhov no tau siv qhov chaw dawb thiab muab tus neeg siv khoom ua ntej, siv cov ntaub ntawv txheeb xyuas thiab hais tias, 'Okay, peb tab tom tsim lub khw no los ntawm kos, dab tsi ua tau.'

Lub khw Tacoma muaj cov kev hloov kho ntawm Kohl cov npe thiab lub teb chaws hom. Kohl tau tso siab rau kev txheeb xyuas thiab cov ntaub ntawv thiab kho lub khw rau cov neeg siv khoom no. "Tau kawg, nws muaj Sephora thiab Sephora ua haujlwm rau Kohl's. Peb tsuas yog nyob rau hauv tus txheej txheem ntawm dov nws tawm. Los ntawm xyoo tom ntej, peb yuav muaj 850 Sephoras tag nrho hauv peb lub khw thiab peb nyuam qhuav tshaj tawm tias peb yuav muaj Sephora nyob hauv txhua lub khw, suav nrog cov khw muag khoom tshiab. "

Gass tau hais tias "Txoj kev uas peb tau ntws hauv lub khw yuav zoo li txawv thiab qhov ntawd yog qhov xav tau," Gass tau hais. “Qhov peb tau ua yog siv qhov chaw sib txawv, siv cov phab ntsa sib txawv. Peb tab tom ua kom zoo dua ntawm qhov chaw ntawd, tab sis qhov tseem ceeb nws yog hais txog kev tshoov siab thiab kev piav dab neeg. Dab tsi cov neeg siv khoom tau hais rau peb, 'Kuv lub sijhawm tshaib plab, Kuv xav tau kev daws teeb meem,' yog li peb tab tom sib xyaw hom, nws tsis yog lub taub hau mus rau ib lub npe. Peb siv ntau mannequins hauv lub khw no thiab nws yog ib feem ntawm qhov kev tshoov siab. "

Qhov chaw nrhiav pom muaj cov npe tshiab nrog ntau tus tsim thiab cov thawj coj poj niam. "Yog tias lawv tau txiav txim siab los rau hauv lub khw, lawv yuav ua haujlwm, thiab peb zoo siab ua haujlwm rau lawv li ntawd, tab sis kuv xav tias lawv kuj xav tau yam khoom yuav khoom. Lawv xav tau kev lom zem, nrhiav pom thiab kev tshoov siab. Discovery ntawm Kohl's yog raws nraim li ntawd. Peb tau dov qhov no mus rau 600 ntawm peb lub khw thiab hauv online. Peb tab tom ua ib txoj hauv kev sib txawv ntawm qhov peb ua khoom muag. Muaj ntau lub npe txias cov neeg siv khoom tuaj yeem nthuav tawm.

"Peb qhov chaw nres tsheb tom ntej yog ib yam tshiab heev rau Kohl," Gass tau hais. "Peb tab tom hu qhov no txoj kev ua haujlwm thiab sab nraum zoov, uas yog qhov tshwm sim tiag tiag ntawm kev ua lag luam rau lub khw no thiab cov neeg siv khoom no tawm ntawm no hauv Tacoma.

Txoj kev ua neej nyob sab nraum zoov muaj cov khoom lag luam los ntawm ntau lub npe, los ntawm Columbia thiab Eddie Bauer, mus rau NikeNKE
, Under Armour thiab Adidas. "Raws li cov neeg siv khoom taug kev hauv txoj kev zoo nkauj no, lawv yeej tau txais ntau yam khoom lag luam zoo, lawv tau piav dab neeg," Gass hais. "Cov khoom Columbia no yog rau tsev neeg thiab cov khoom uas nyob ib sab, zoo li lub hnab pw tsaug zog.

"Kuv tsis tuaj yeem lees paub txaus, qhov no tsis yog Kohl xav tias tus neeg siv khoom yuav nyiam qhov no," Gass ntxiv. "Qhov no yog tiag tiag raws li cov ntaub ntawv thiab tsis tsuas yog cov tswv yim nyob ib ncig ntawm cov ntaub ntawv, nws tseem yog peb ua hauj lwm ntau heev los tsim ib tug scalable qauv.

Gass tau hais tias "Hauv lub khw tshwj xeeb no koj tau txais kev nthuav dav ntxiv," Gass hais. “Muaj cov khw muag khoom hauv Is Taws Nem Yog tias qhov no yog nyob rau sab qab teb, koj yuav pom qee yam txawv hauv txoj hauv kev. Koj yuav pom ntau yam khoom siv rau lub caij ntuj sov, cov khaub ncaws ua luam dej, tso tsheb hlau luam. Kuv tsuas yog tau zoo siab heev rau nws vim hais tias ntawm cov zaub koj tau txais txoj cai thaum koj taug kev hauv txhua txoj hauv kev hauv txoj kev no, nws yog tiag tiag txog kev tsav tsheb cuam tshuam kev tshoov siab thiab kuj yooj yim shopability. "

Cov poj niam lub tuam tsev yog nyob rau pem hauv ntej ntawm lub khw, thiab tag nrho txoj kev rov qab tiv thaiv phab ntsa yog txiv neej. Gass hais tias txiv neej hnav tsis yog tom qab. "Peb pab ntau lab tus neeg siv khoom thoob plaws lub tebchaws, txiv neej thiab poj niam. Peb muaj 65 lab tus neeg siv khoom thiab nws tseem ceeb heev uas peb yog qhov chaw rau ob leeg.

Nquag thiab sab nraum zoov suav nrog cov hom kev ua neej xws li Gass tham txog. "Koj pom qee lub npe zoo denim, peb lub npe tshiab zoo li Tommy Hilfiger," nws hais. “Ib yam uas koj pom tiag tiag yog qhov tob. Hauv lub khw no, peb txo qis kev xaiv suav. Nws muaj cov khoom lag luam tib yam li cov khw muag khoom me me, tab sis peb tuaj yeem nkag mus tob. Nws qhia txog qhov kev ntseeg siab uas peb muaj nyob rau hauv cov khoom peb nqa. "

Qhov chaw pabcuam tau raug kho dua tshiab los muab kev yooj yim thiab yooj yim. Rolled tawm mus rau tag nrho 1,166 lub khw thoob plaws lub tebchaws, nws tau ua tiav zoo, raws li Gass. "Kuv xav tias peb yog ib tus thawj coj hauv kev lag luam los ua qhov kev xaiv tus kheej no. nce."

Qhov chaw pabcuam tus kheej yog rau cov neeg siv khoom uas xav tau hauv thiab tawm sai. "Nws yooj yim heev, koj tsuas yog siv koj lub xov tooj los luam theej duab thiab koj yuav pom koj cov khoom hauv ib qho ntawm cov bins," Gass hais. "Yog lawm, peb muaj AmazonAMZN
rov qab los. Peb yuav muaj cov neeg koom tes ntawm no pab yog tias koj xav tau. Peb tab tom sim tus kheej rov qab thiab ua ntau yam kev sim. Qhov no yog ib kauj ruam ua ntej rau Kohl's. Vam tias, qhov koj tau txais kev nkag siab ntawm, 'Kuv pom Kohl's, tab sis nws zoo nkaus li txawv, tab sis nyob rau hauv ib txoj kev zoo. Nws yog tshooj tom ntej rau Kohl's. Peb yuav muab cov lus qhia los ntawm cov neeg siv khoom. Peb muaj pab pawg ua haujlwm ntawm qhov no hauv lub sijhawm. Peb yuav hloov txhua yam nyob ib puag ncig thaum peb tham nrog cov neeg siv khoom. "

Lub tuam tsev hauv tsev zoo li txawv dua li qhov koj pom ntawm lub khw Kohl classic, ib yam nkaus. Muaj cov npe paub xws li Ninja, Cuisinart, Kitchen Aid. "Ib yam uas peb tau ua, uas txawv, yog peb muaj cov vignettes no los muab cov kev daws teeb meem thiab kev tshoov siab," Gass hais. "Yog tias koj xav tau, koj tuaj yeem yuav lub tswm ciab thiab lub hauv ncoo no, tab sis koj tuaj yeem yuav cov khoom uas los ntawm peb lub vev xaib tshwj xeeb. Qhov no yog ib qho piv txwv zoo ntawm qhov twg lub cev thiab digital tuaj ua ke. Nws yooj yim heev.

"Cov neeg siv khoom siv tiag tiag rau QR cov lej," Gass tau hais. "Koj cia li luam theej duab QR code thiab koj muaj peev xwm xaj tag nrho [pom], suav nrog lub qhov cub, teeb thiab lub rooj zaum. Raws li lub ntiaj teb kev yuav khoom tau hloov zuj zus thiab tib neeg tau txais kev nyiam ntau dua nrog kev yuav khoom digital, peb tau nqa ob yam no ua ke. Tsis yog nyob tom qab lub tsev, zoo li peb ua li cas nrog nkoj mus khaws, tab sis yuav ua li cas lawv kav. Lawv puas xav nqa nws los tsev lossis lawv puas xav xa tuaj rau lawv lub tsev. "

Qhov chaw checkout yog thawj zaug rau Kohl's, lub nrig lub sij hawm checkout tsis nyob rau pem hauv ntej ntawm lub khw. Gass tau hais tias "tag nrho cheeb tsam no tau raug kho dua tshiab thiab nws muaj ob qho tib si kev txheeb xyuas cov neeg koom nrog nrog rau kev txheeb xyuas tus kheej," Gass tau hais. “Qhov no yog kev sim. Nws muaj qhov tseeb kho vajtse thiab software. Nws yog huv heev nws yog heev niaj hnub. Nws txawm muaj txoj hauv kev los tshem tawm cov cim npe kev nyab xeeb, uas rau peb txoj kev lag luam tau ua rau muaj kev cuam tshuam me ntsis.

Gass tau hais tias "Cov pab pawg tau daws tag nrho cov no, thiab peb yuav kawm," Gass hais. "Dab tsi yuav yog qhov txaus siab thiab hloov pauv ntawm cov neeg siv khoom siv qhov no. Nws yog me ntsis ntawm lub lab. Lwm yam uas pab neeg tau tsim rau hauv qhov no yog qhov yooj. Koj yuav pom ntau yam khoom ntawm no. Nws yog impulse, discovery, peb redesigned txoj kev peb nyob nraum muab impulse rau peb cov neeg muas zaub. Nws yeej yog tus thawj coj ntawm omnichannel hauv kev ua neej nyob thiab ua neej nyob. Muaj cov tswv yim loj txog peb txoj kev cog lus rau cov khw muag khoom thiab peb txoj kev cog lus rau peb lub tswv yim thiab kev cog lus rau kev tsim kho tshiab thiab kev kawm thiab kev sim. "