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Kohl’s Pricing and Retail Strategy Kohl’s opened their first department store in 1962 Brookfield, Wisconsin a spinoff of the Kohl’s Grocery chain which was founded in Milwaukee, Wisconsin in the late 1920s. Kohl’s has grown to over 730 stores in 41 states. (Reference for Business, 2005)
Retail Strategy
Kohl’s operates as a discount department store offering name brand products with discounted pricing. Targeting middle income families, Kohl’s retail stores average 86,500 square feet in size and are located in shopping malls as well as freestanding marketplaces. The retailer also has an online presence at Kohls.com. (Reference for Business, 2005) Kohl’s uses a variety of different venues to advertise and promote its products including magazines, newspapers, direct mail, e-commerce, internet, Kohl’s App as well as mobile coupons can be texted to a smartphone. Kohl’s also offers a credit card providing additional in store as well as online savings. Kohl’s offers a “Kohl’s cash” rebate with every purchase in the store. Kohl’s cash is an in store cash incentive for the consumer to return on another date to the store. With every 50.00 spent at the department store the consumer receives a 10.00 that can be redeemed at a future date on additional purchases. (Kohl’s 2014)
Pricing Strategy Kohl’s achieves discount pricing with limited staffing, centralized buying and distribution passing on their savings on to the consumer. Shoppers at Kohl’s expect to get a discount, as every product offering is presented at a would-be discount. Kohl’s pricing strategy is somewhat a mix of an everyday low price strategy and a high/low strategy. This mix of strategies has come under fire by consumer watch dog groups.
All products offered at Kohl’s are presented with a reference price. The reference price is listed on all products and a pricing chart is located at the

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