Kohl’s Launches New Loyalty Program

Jamie Grill-Goodman
Editor in Chief
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Kohl’s has launched its new simplified loyalty program, Kohl’s Rewards, replacing its previous program, Yes2You Rewards.

Customers who enroll in Kohl’s Rewards, a free, tender-agnostic loyalty program, will earn 5% Kohl’s Cash every day no matter when or how they choose to shop, as well as personalized deals and perks throughout the year, and a special birthday gift. The old program worked by members earning points on purchases that were then converted into rewards.

“We will maximize value for our Kohl’s customers nationwide with the launch of Kohl’s Rewards by rewarding them with more Kohl’s Cash every day,” said Greg Revelle, Kohl’s chief marketing officer. “Kohl’s has always been synonymous with value – and over the last decade we’ve built one of retail’s leading loyalty programs, a critical element in delivering an outstanding experience for our customers. Following a successful pilot that resonated so well with our customers, we are excited about this next evolution of loyalty at Kohl’s. It’s unlike any other program, benefitting every rewards member – whether they are just getting to know us or shopped with us for years.” 

The new Kohl’s Rewards program evolves Yes2You Rewards into a simplified structure rooted in the company’s iconic Kohl’s Cash. The 30 million members of Kohl’s Yes2You Rewards program will automatically be transitioned into Kohl’s Rewards, and existing Yes2You Rewards points will be converted to the new Kohl’s Rewards program. 

The retailer will leverage personalization capabilities to create unique customer deals and perks, driving deeper engagement. Furthermore, new elements, such as printing out a customer’s Kohl’s Rewards balance on the shopping receipt, digital reminders of available Kohl’s Cash coupons, and syncing Kohl’s Rewards balances across channels, make the Kohl’s Rewards experience easier.

Kohl’s has been piloting Kohl’s Rewards in 13 markets, and the program has been met with a strong customer response. The success of the pilot program led to the company’s decision to roll out Kohl’s Rewards nationally.

Customers who join Kohl’s Rewards can start earning Kohl’s Cash immediately, no matter how much they spend or how they choose to pay. Customers earn 5% Kohl’s Rewards on every purchase every day. Customers’ Kohl’s Rewards balances are converted and issued in $5 increments of Kohl’s Cash coupons on the first day of the following month, valid for 30 days.Kohl’s will send customers reminders when they have Kohl’s Cash to spend and shoppers will get 30 days to spend their Rewards-issued Kohl’s Cash. No brand exclusions will apply.

All customers, including Kohl’s Rewards members, will continue to get $10 Kohl’s Cash for every $50 spent during all Kohl’s Cash promotional event earn periods to spend during specific redeem periods.