Mansell: Kohl's 'Agenda' calls for spending billions of dollars on technology, in-store improvements

Over a six-year span, Kohl's Corp. is planning to invest a total of about $4 billion in technology and on improving its in-store experience under the retailer's so-called "Greatness Agenda" designed to address a new age of retail.

Menomonee Falls-based Kohl's has long advertised its almost 1,200 retail locations as an easy way to buy department-store brands. Now, chairman, president and CEO Kevin Mansell has to tell a different story.

"When easy has been redefined as a click, rather than a visit, you'd better give (customers) a darn good reason to visit, beyond the product."

What Kohl's is selling now — aside from brands and sales — is an experience, Mansell said, accomplished through customer engagement made possible by harnessing billions of data-points to target its marketing and outreach.

Mansell and his executive team laid out the details of Kohl's so-called "Greatness Agenda" Wednesday at the company's first investors conference in seven years.

"Greatness Agenda" sounds lofty, Mansell said, but contended Wednesday that when facing four years straight of flat or declining sales, major changes are crucial to the retail chain's survival in a world shaped by e-commerce and post-recession buying habits.

Mansell said the company's stores have "been efficient, but pretty short on inspiration." The new agenda pushes the idea that engaging customers digitally on a very personal, granular level and in-person through an elevated in-store environment will provide the hook to keep customers coming back.

Menomonee Falls-based Kohl's (NYSE: KSS) is planning to invest a total of about $2 billion over a six-year span in new and updated technology, and an additional $2 billion during that same time frame on improving its in-store experience.

Reporter Alison Bauter covers small business, technology, education and banking for the Milwaukee Business Journal.