In a fresh update, Kohl’s announced an upgrade to its loyalty program that promises members using the company credit card 7.5% in reward points on each purchase, up from 5%.
The company has reconfigured the Kohl’s Rewards program in the past in part due to recognition that it had become too complex and even a barrier to attracting new customers. Changes included loading available discounts to loyalty and Kohl’s credit card accounts to provide automatic applications at checkout. Besides points at purchase, Kohl’s Rewards members also receive personalized deals and perks throughout the year, the company pointed out, and a birthday gift.
Before the update, all loyalty program members earned 5% Kohl’s Rewards, regardless of payment method. Kohl’s characterized the change as an enhancement for its cardholders who are also rewards members.
Kohl’s stated that over the past year it had piloted the enhanced cardholder rewards offering in more than 100 stores across eight markets and experienced an overwhelmingly positive response from its credit cardholders. The company saw an increase in Kohl’s Rewards enrollments in those pilot markets, more Kohl’s Card acquisitions and usage, and an overall sales lift, it maintained.
“Customers love our simplified Kohl’s Rewards program that leverages personalized offers and Kohl’s Cash,” said Greg Revelle, Kohl’s chief marketing officer, in announcing the program update. “We partnered closely with store associates and customers to understand how we could make our benefits even more robust. Now, we’re taking our industry-leading Kohl’s Card to the next level by offering customers 50% more in rewards every time they use their Kohl’s Card, providing them stronger everyday value when they shop at Kohl’s.”