Kohl's is going digital to reach its goal of $21 billion by end of 2017. They've recently announced a 1% uptick in sales year-over-year in their fourth quarter earnings and spent three years building their digital teams. In early 2015, Kohl's launched a cross-platform loyalty rewards program, Yes2You. The program keeps tracks of reward points, as well as offers coupons, and had 33 million members as this past November. They are also transforming the shopping experience with personalization: using the Kohl's mobile app, consumers can scan an item in store and have coupons and points applied directly to see the final price, unique to them. The retailer also has plans to open seven new stores which would be smaller, cleaner, and easier to navigate. (Digiday)
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