Dive Brief:
- Users of Kohl’s mobile app have increased almost 800% since the department store released an overhauled version last fall.
- Kohl’s app centers on the Yes2You customer loyalty program, which allows shoppers to track their rewards and predict how their points will affect purchase prices.
- Kohl’s app has grown faster than Uber, Tinder, Nike or any other app with more than 1 million users, according to comScore; only Lyft bested Kohl’s, with 835% growth.
Dive Insight:
Available for iPhone and Android system, Kohl’s app indicates that legacy retailers are not to be counted out as retail commerce shifts to mobile. The discount department store chain has seen its revamped app attract 800% more users since last fall, with more than 6.5 million downloads. Only Lyft’s ride-sharing app grew faster, according to comScore.
The Kohl’s app was moribund until late last year, when the chain launched a $1 billion upgrade to its digital storefront, customer data collection and fulfillment systems. Chief Digital Officer Krista Berry, an alumnus of Target and Nike, spearheaded an initiative to overhaul the app, ultimately centering it on Kohl’s popular loyalty and rewards programs.
Kohl’s has also improved its more than 1,200 stores, and recently reported its first quarterly gain in almost two years, up 4% in the fourth quarter 2014 from the year prior.
