The last-minute holiday shopping is now in full gear, making this the height of the busy season for retailers. With so many retailers looking to make sales from last-minute holiday shoppers, some stores seem to rise above and stand out from the crowd while others blend in. Both Kohl’s and Old Navy have announced strategies that will help them bring in those shoppers.

The Strategy from Kohl’s

The approach for Kohl’s is a continuation of its previous holiday tradition where many of the store’s locations stay open for 80-plus hours in a row. This tradition began a few years ago, and the trend continues following success in previous years. This year, Kohl’s will be open for 83 hours straight, between 7 a.m. on December 21 until 6 p.m. on December 24. This is nothing compared to 2014, when Kohl’s kept some stores open for 100 hours in a row or in 2015 when some were open for 170 hours straight.

While the number of open hours in a row is a bit less extreme for 2018, the strategy should hopefully still remain effective. It is ideal for those who procrastinated on making purchases and anyone who wants to take advantage of a shopping marathon. By the time the Kohl’s shopping marathon begins, the cutoff for online shopping with delivery in time for Christmas will have passed for most retailers. Kohl’s plans to step in and fill this void.

Of course, the strategy from Kohl’s comes with plenty of complications. Not only does the company need plenty of employees who will expect holiday and overtime pay, but the stores also need to have plenty of inventory in place so they do not run out of items.

To sweeten the deal, Kohl’s will also offer free in-store pickup of certain items ordered online during this time.

The Strategy from Old Navy

Old Navy is taking a different approach, offering free rides from Lyft to pick up orders made online. This partnership already took place on December 15 and will repeat on December 22. This is not only a convenience for shoppers, but it also serves to highlight the newly offered ability to buy items online and pick them up in stores from Old Navy. This promotion will help both Old Navy and Lyft. It is unclear whether or not Lyft is subsidizing the promotion or if Old Navy is footing the full bill. Even if Old Navy does pay for all the rides, the retailer will get valuable data and boost customers, likely with some supplemental purchases in store.

Source:

https://www.retaildive.com/news/kohls-old-navy-sprint-to-win-the-final-lap-of-the-holiday-race/544128/

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