The document proposes several solutions to help Kohl's transition customers from newspaper advertisements to its website and stores. It suggests offering digital content promotions and a virtual Kohl's card on the website. This would allow customers to create wishlists, receive targeted ads, and earn discounts when purchasing items from their wishlists or cards in stores. The goal is to increase online and in-store engagement while reducing spending on declining newspaper ads.

1. w w w . e f o r c e g l o b a l . c o m
Innovate. Execute. TM
Sujith Nair
June 20, 2008
GBox Solution Overview

2.  Agenda
 Today
 Goal
 Executive Summary
 Solutions
 Digital Content Promotions
 The Kohls Virtual Card
 User defined Promotions
 Shop Friends Network
 The Kohls Wish list
 Wish list based Advertisements
 Discussion
Agenda

3.  Kohls has proven Newspaper Advertising to lead
customers to local Kohl’s stores.
 Kohls spend on Newspaper Advertising
 750 m per year
 60 k per year per store
 Newspaper statistics each year are changing for
worse
 Circulation change
 Ad rates
 Printing cost
 Only 2% Kohls customers use www.kohls.com
Overview : Kohl’s Newspaper Inserts Today

4.  Convert customers reading
Newspaper Advertisements to Kohls
Web Users
 Incent customers reading Newspaper
Advertisements to go to the local
Kohl’s Store
 Retain customers and improve
customer base @ www.kohls.com
and @ the local Kohl’s Store by
providing value added services
Goal
www.kohls.com
www.kohls.com
Local Kohls Store
Local Kohls Store

5. Executive Summary
Customer Wish List
User Defined
Promotions
Kohls Virtual Card
Referrals
Newspaper Inserts
Digital Content Promotions
 Improve usage of www.kohls.com
 Newspaper Inserts with coupons that can be redeemed for
digital content
 Widget to redeem coupon and download digital content @
www.kohls.com
 Customer wish lists integrated with local and web inventory
@ www.kohls.com
 Increase Kohls store visits & Improve customer
loyalty
 Kohls virtual card -Customer chooses items and adds to
virtual card online.
 Customer defined promotions – Customer receives a %
discount for top 5 items in the Kohls virtual card @ local
Kohls store.
 Shop Friends Network- Shop Friends who shop together
receive additional % discount on next visit
 Targeted Advertising - Related Item promotions and
brand video advertising based on customer’s wish list.
Brands advertising on www.kohls.com widget targeted
to the customer’s wish list
Shop Friends Network
Targeted Advertising

6. Digital Content Promotions @ Kohls.com
 Newspaper advertisements with gift codes redeemable for digital content at
www.Kohls.com using the content widget.
 For Kohls
 Ability to track traction of a newspaper advertisement
 Ability to track viewership of advertisement based on newspaper
 Ability to track viewership of advertisement for other forms of advertisement
 For Kohls customers
 Free digital content after registering at www.Kohls.com

7. jsimpson
********

8. Digital Content
Digital Content Promotions
 Convert Users reading Newspaper Advertisements to Kohls Web Users
 Digital Content Promotions listed in newspaper advertisements
 User Defined Promotions advertised in newspaper
 Kohl’s Card based promotions available @ www.kohls.com

9. Other GBOX Slides

10. Kohls Virtual Card and Customer Defined Promotions
 Customers add items from local Kohls store
inventory to their Kohls virtual card @
www.kohls.com to receive 25% discount on the
top 5 items each month.
 For Kohls Customers
 Ability to choose items that Customers need
and receive a discount
 Use the card online or @ Kohls store
 Receive discounts when you buy a top 5 item
in your card at www.kohls.com or @ local
Kohls store
 For Kohls
 Introducing Customer defined promotions
 Ability to attract and retain customers based
on customer defined promotions.
 Ability to retain customer pool at
www.kohls.com and the local Kohls store.

11. User Defined Promotions
User creates Virtual Kohl’s Card
Online
User browses local store inventory @
www.kohls.com
User drags items to Kohl’s card.
User gets 20% off on first 5 items on the card
each month  at the Kohl’s Store
User picks up items @ local Kohls store
Related Items

12. Shop Friends Network
 Create ‘Shop Friends’ Network @
Kohls.com
 Additional 5% off if you shop with a
‘Shop Friend’ @ local Kohls store and
use your Kohls cards.
 Additional Discounts for Referrals @
Kohls.com

13. Customer Wish lists
 Customers create wish list at
www.kohls.com
 Customer adds items from inventory
into their wish lists
 Customer maintains/ shares wish
lists..
 System lists related items for the
customer to choose from (related
content)
 Wish list enables Kohls to get brands
to advertise on wish list (if a Nike
shoe is selected, a Nike VIDEO ad
for that and similar shoes, shirts etc
can be included) - Additional revenue
generator for kohls
List of items related to Nike T Shirts

14. Innovate. Execute. TM
w w w . e f o r c e g l o b a l . c o m

15. Retain Customers
 Retain customers @ www.kohls.com
and @ the local Kohl’s Store
 Promotional Digital Content @
Kohls.com
 Ability to apply for Kohls
Customer Defined Promotions
Card.
 Receive 20% off on top 5 items
in the Kohls card each month @
local Kohls store

 Additional 5% off if you shop with
a ‘Shop Friend’ @ local Kohls
store and use your Kohls cards.
 Additional Discounts for
Referrals @ Kohls.com
 Create and maintain Wish list’s
@ kohls.com

16. Attract Users
 Attract Users reading
Newspaper
Advertisements to the
Kohls Store
 Kohl’s Card based
promotions available
@ local Kohls Store
Local Kohls Store
Promotions