Kohl's revamps rewards

Target isn't the only one looking to give more shoppers rewards without forcing them to sign up for a credit card.

Kohl's is testing out a new loyalty program that combines and simplifies its three rewards programs. One of the changes includes making its 15 to 30 percent off sales events, previously reserved for holders of its payment cards, open to all Kohl's Rewards members.

The rewards program revamps are one of the latest ways retailers are looking to build more loyalty among shoppers. Kohl's said that about 60 percent of its sales already come through its charge card, so most people who want that card probably already have one.

The Twin Cities is one of eight markets around the U.S. where Kohl's has been piloting its revamped rewards program in recent weeks. After making some tweaks, the retailer plans to roll it out nationwide next year.

"We believe Kohl's Rewards will become the new standard in loyalty — simple, compelling and rooted in value customers will find only at Kohl's," Greg Revelle, Kohl's chief marketing officer (who previously held that same role at Best Buy), said in a statement. "It's designed to give every customer an opportunity to win."

Still, customers will get more benefits by paying with the Kohl's card. With it, they will earn 10 percent worth of Kohl's Cash on every purchase compared to rewards members without the charge card who will earn 5 percent in Kohl's cash.

In the new program, Kohl's is dropping its Yes2You Rewards program, which gave members points based on how much they spent, leading to rewards. With three different programs layered on top of one another, it could often be confusing for customers.

"We listened to our customers, who gave us a challenge: They asked for more savings, made easier," Revelle said. "With this input, we set out to evolve our loyalty platform to make it simpler, more convenient and bring greater value."

Earlier this year, Minneapolis-based Target began testing a new loyalty program in the Dallas-Fort Worth area called Target Red, which isn't tied to its Redcard. In that program, shoppers can use 1 percent of their purchase total toward their next Target run and also get the $5 fee for Target Restock waived.

Macy's also recently expanded some benefits of its Star Rewards loyalty program to shoppers who don't have a Macy's credit card.

KAVITA KUMAR

Personal shoppers have long been a staple in malls and department stores, but few consumers seem to take advantage of the service.

"Dads rarely tell you what they want," Mayers said.

She will take shoppers on a 90-minute buying trip to three shops in Ridgedale: Hammer Made menswear, Tommy Bahama menswear and Williams Sonoma.

Mayers, a stylist who also helps people edit their closets' contents, charges $10 plus fees to reserve a 90-minute appointment either at 3 or 6 p.m. Wednesday.

Once shoppers complete the 90-minute shopping trip, they receive a $10 gift card to the Cheesecake Factory, which opened last year in the mall. Shoppers who find something and leave before the tour is completed can head out, but they will miss out on the gift card.

Mayer chose the three shops to showcase what each one can offer.

Each group, the one starting at 3 p.m. and the one starting at 6 p.m., will spend about 30 minutes in each store. It's also meant as a social event with as many as 20 people in each group. Light refreshments will be served and the three shops will offer gift wrapping.

Mayer also will work with a client after the tour to suggest other retailers if the perfect gift isn't found during the tour.

Reserve a spot at jodi@jodimayers.com or at Ridgedalecenter.com/events.

John Ewoldt

Kavita Kumar • 612-673-4113 John Ewoldt • 612-673-7633