Kohl’s exec says beacons are surefire
bet for greater personalization
NEW YORK – A Kohl’s executive at the
NRF 104th Annual Convention & Expo said the retailer has stepped up the
pace of innovation and while not everything will pan out, beacons are a
surefire bet.
At the “From Moments to Journey: Make
each one Matter” session during the NRF 104th Annual Convention & Expo, a
Kohl’s executive discussed the importance of offering a seamless, simplified
checkout process on mobile and online and channels, as well as taking all steps
to ensure a positive customer experience. After listening to customer feedback
and attempting to stay competitive in the ever-changing digital space, Kohl’s
recently launched a transactional redesign for its mobile checkout process and
turned to beacon technology in the hopes of sending more personalized offers to
guests in-store.
“We have rolled out beacons in 22
stores,” said Ratnakar Lavu, executive vice president and digital head of
Kohl’s, San Francisco. “We’re testing it out; some experiences work, some don’t.
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