Home Innovation at Kohl’s
THE CHALLENGE:
Redesign the home department with a budget friendly solution that would last 1 year to test the Home Innovation concept and measure sales results to determine rollout plans.
WHAT WAS DELIVERED:
Rebranded the home department and home category with long-term creative. This project opened up collaboration between teams that typically didn't work closely together. Working cross-funtionaly, we developed branding systems, photo style, new fixtures, and voice for the department. Overall tone included storytelling, which was educational and fun, focusing on the end result of a product category vs a specific product. This allowed large navigational pieces to remain up in-store for 7.5 years vs the typical quarterly refresh, saving the company millions in printing costs. The photo style that was developed, opened up the photo studio to a new level of exploration and revived the creative freedom for this and future projects. The branding system that was developed was used in every rebrand there after, amplify, announce, and explain.
THE RESULTS:
The Home Innovation concept was tested in 20 stores in the Atlanta region. Initial results saw same SKU sales increase between 15-20% just based on the updated visual merchandising and refreshed shopping experience. New product categories introduced to the space saw a 30-40% increase in sales. The concept had a visual / print marketing only retrofit to all stores one year later and the fixture systems rolled out to all new stores in the fleet going forward.
SKILLS UTILIZED DURING THIS PROJECT:
Strategic Marketing Planning, Cross-functional team collaboration and planning, Project Management, Production/ Sourcing, 3D /2D adaptation off creative concept to prototype, logistics to produce, kit / pack and ship direct to door. Unpacking and installation instructions by store visual team.
Thank you book:
This project had an extremely fast turn around, which created a true collaboration across teams. The out of the box thinking lead to innovation and pure creativity. Each step of the way, the teams expressed how excited they were to be trying new things, from building new fixtures to photographing live animals. As a thank you for all the hard work, our art director created a book based on everyone’s collaborative experiences and efforts. The project story is told through quotes collected at the end of the project from the team.
