“Soon, they are going to be paying me to shop here!” This a a regular comment my mother makes when we shop at Kohl’s. She makes this joke because we “save” so much that maybe one day Kohl’s will owe us money. Obviously this will never happen, but Kohl’s want their customers to feel like they save more money when they shop there rather then other stores. I can’t remember the last time we walked into that store without a coupon in hand. Kohl’s sends catalogs to our house at least once a month, if not twice. On the cover of this catalog is a sticker that we peel back to discover if it is a 10%, 20%, or 30% off coupon. After discovering how lucky she was with the coupon, my mother calls her girl friends to see what they percentage off they got. Whoever has the best coupon is the one they all use.
Not only do we ALWAYS have a coupon, but the merchandise is always on sale. So, for example, a shirt that was originally $29.99 is advertised as 25% off, bringing the price down to $22.50 and with our handy-dandy 20% off coupon we received in the mail, Deb, my mom, is now only paying roughly $18! Kohl’s makes sure that the customer can see all the savings on the screen as they check out. This reinsures shoppers like my mom that she is getting a great deal! Sure we spent $550 in one shopping trip, but look at the savings, a whooping $675 we saved.
This is a prime example of one of Kohl’s biggest marketing strategies. Kohl’s wants to have an image of being affordable and providing the customer huge savings. Just looking at their home webpage, the first words you see are “Save” “Free” “Bonus”. They accomplish this image by advertising and marketing all the potential savings you can receive by shopping in their store and sending additional coupons to make the savings even greater.