Shoe Innovation at Kohl’s
THE CHALLENGE:
Redesign the footwear 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:
A complete reconcept, reflow of product categories for the footwear department. Focusing on top brand names like Nike, Adidas and Puma and grounded with athletic footwear at the center of the space. Working cross-functionally, 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 while allowing for very specific product information to still be featured (tech, style, fit). This allowed large navigational pieces to remain up in-store for 7.5 years (athletic mural) vs the typical quarterly refresh, saving the company millions in printing costs. In addition the option to refresh large backwall panels seasonally to reflect current styles was available allowing the department to constantly change in a budget frinedly way that is still relvant to the customers to see what is new in footwear.
THE RESULTS:
The shoe Innovation concept was developed and tested in a local area store for 3 months to test implementation and sales. Initial results saw same SKU sales increase between 25-30% just based on the updated visual merchandising and refreshed shopping experience. New product categories introduced to the space saw a 20-50% increase in sales. The new shoe innovation concept was implemented immediately to all new store openings (approx 60-100 a year) at the time. The concept was also modified to retrofit instore marketing elements (printed marketing elements and navigational signage to all remodeled stores.
SKILLS UTALIZED 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.
