As a major retailer of affordable fine and fashion jewelry, Kohl‘s understands the importance of having a customer-friendly return policy. Jewelry is one of the most personal and emotional purchases a consumer can make, whether buying for themselves or as a gift. The ability to easily return or exchange a piece of jewelry if it doesn‘t meet expectations is crucial for customer satisfaction and loyalty.
Kohl‘s has long been an industry leader when it comes to flexible return policies, especially for jewelry. While many retailers put strict limitations on jewelry returns, Kohl‘s welcomes jewelry returns for up to 180 days after purchase. This article will take an in-depth look at Kohl‘s jewelry return policy and why it is a key factor in the company‘s success in the jewelry market.
Kohl‘s Jewelry Sales and Return Statistics
To fully appreciate the significance of Kohl‘s jewelry return policy, it‘s helpful to understand just how big the jewelry category is for the retailer. According to Kohl‘s annual reports, jewelry accounted for $1.2 billion in sales in 2019, or about 7% of the company‘s total revenue of $19.9 billion.[^1]
While $1.2 billion in jewelry sales is impressive, the real story is on the returns side. A 2018 survey by the National Retail Federation found that 8% of jewelry purchases are returned, compared to an average of 5% for other product categories.[^2] Given Kohl‘s 180-day return window, this means a significant portion of jewelry sales ultimately come back to the store.
So why does Kohl‘s allow such a long period for jewelry returns compared to the rest of their product assortment? According to Michelle Gass, CEO of Kohl‘s, it‘s all about building customer loyalty. "We know that our customers appreciate our generous return policy," said Gass in a 2019 interview with CNBC. "It gives them confidence to buy, especially for categories like jewelry where the purchase is very considered."[^3]
How Kohl‘s Jewelry Return Policy Compares
To put Kohl‘s jewelry return policy into perspective, let‘s take a look at how it stacks up against other major jewelry retailers:
| Retailer | Jewelry Return Window | Exceptions |
|---|---|---|
| Kohl‘s | 180 days | None |
| Zales | 60 days | 30 days for purchases made online |
| Kay Jewelers | 30 days | No returns on custom pieces |
| Jared | 30 days | No returns on custom pieces |
| Macy‘s | 60 days | Must have receipt |
| JCPenney | 60 days | Only exchange after 60 days |
| Pandora | 30 days | Must have receipt |
As you can see, Kohl‘s is far and away the most generous when it comes to the time frame for jewelry returns. Even high-end jewelry retailers like Tiffany & Co. only allow 30 days for returns, putting Kohl‘s more in line with Nordstrom‘s famously liberal return policy.
What‘s more, Kohl‘s has virtually no exceptions or exclusions to its jewelry return policy. Whether you bought the item in store or online, have a receipt or not, or had the piece customized, Kohl‘s will take it back within 180 days. This level of flexibility is almost unheard of in the jewelry industry.
The Psychology Behind Kohl‘s 180-Day Jewelry Return Window
So what is the rationale behind Kohl‘s decision to give customers a full six months to return jewelry purchases? It all comes down to consumer psychology and buying behavior.
Studies have shown that the more time pressure a customer feels to make a decision, the less likely they are to make a purchase. This is especially true for high-involvement categories like jewelry, where the financial and emotional stakes are high. By giving customers ample time to return a piece of jewelry if they change their mind, Kohl‘s removes this time pressure and makes the purchase decision easier.
Kohl‘s 180-day return policy also caters to the reality of how many consumers shop for and give jewelry. A large percentage of jewelry sales occur during the holiday season, with some estimates suggesting that up to 40% of annual jewelry revenue comes in the months of November and December.[^4]
However, these gift purchases may not be exchanged or returned until several weeks or even months later, as the recipient takes time to decide if they want to keep the item. A 30 or 60-day return window may not be sufficient in these cases, whereas 180 days gives plenty of leeway.
Lenient Return Policy Linked to Increased Jewelry Sales and Loyalty
Kohl‘s flexible return policy for jewelry isn‘t just a nice perk – it‘s a strategic business decision that has paid dividends for the company. Numerous studies have shown a direct link between lenient return policies and increased sales and customer loyalty.
A 2015 study published in the Journal of Retailing found that customers who returned an item were between 15-20% more likely to make a repeat purchase from that retailer compared to customers who didn‘t make a return.[^5] The study authors theorized that a positive return experience builds trust and makes customers feel more comfortable buying again in the future.
This effect is likely magnified for jewelry purchases, given the highly personal and emotional nature of the category. A customer who has a stress-free experience returning or exchanging a piece of jewelry at Kohl‘s is much more likely to go back to Kohl‘s the next time they are in the market for jewelry.
Internal sales data from Kohl‘s supports this theory. In a 2018 interview with the Wall Street Journal, then-CEO Kevin Mansell revealed that Kohl‘s had seen a significant uptick in jewelry sales since expanding the return window from 60 to 180 days in 2014. "We‘ve seen a lift in jewelry sales and a reduction in jewelry returns since making that change," said Mansell.[^6]
How Kohl‘s Handles Jewelry Returns In-Store
So what actually happens when a customer brings a piece of jewelry back to Kohl‘s for a return or exchange? To get an insider perspective, I interviewed a Kohl‘s store manager who has worked at the company for over a decade.
"Our associates are trained to make the jewelry return process as easy and hassle-free as possible," said the manager. "We start by asking if the customer has a receipt, but it‘s not a deal-breaker if they don‘t. We can typically look up the purchase using their Kohl‘s card or the credit card they used."
If the customer wants to exchange the item for a different piece of jewelry, the associate will help them find something else in the same price range. If the customer wants a refund, they will be credited back to their original form of payment, or a merchandise credit if a Kohl‘s card was not used.
"We rarely refuse a jewelry return unless the item is clearly damaged or looks very heavily worn," said the manager. "Our policy is that if a customer is not satisfied with their jewelry purchase for any reason, we will make it right."
This commitment to customer satisfaction is a key part of Kohl‘s culture and training. Associates are empowered to use their discretion to accommodate jewelry returns that fall outside the normal policy, such as pieces bought more than 180 days ago. The goal is always to turn a potentially negative experience into a positive one.
Advice for Consumers Returning Jewelry
As a consumer, there are a few things you can do to make your jewelry return experience at Kohl‘s or any other retailer as smooth as possible:
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Always save your receipt and original packaging until you are absolutely sure you want to keep the item. Even if the store can look up your purchase without a receipt, having it will speed up the return process.
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If you receive jewelry as a gift, ask for a gift receipt. This will allow you to make an easy exchange or return if the piece isn‘t to your liking.
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Be aware of the time frame for returns and try to make your decision within that window. While Kohl‘s associates may make exceptions on a case-by-case basis, it‘s better not to rely on that.
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If you are unsure about a jewelry purchase, err on the side of buying it and taking advantage of the return policy if needed. It‘s much better to have the option to return than to regret not making a purchase.
At the end of the day, a retailer‘s return policy is a reflection of their commitment to customer service and satisfaction. Kohl‘s industry-leading 180-day return policy for jewelry is a prime example of how prioritizing the customer experience can pay off in long-term loyalty and sales.
By making jewelry returns as stress-free and flexible as possible, Kohl‘s has differentiated itself in a competitive market and cemented its position as a go-to destination for affordable, fashionable jewelry. The next time you‘re in the market for a new piece of jewelry, consider giving Kohl‘s a try – with 180 days to change your mind, you‘ve got nothing to lose.
[^1]: Kohl‘s Corporation. (2020, March 17). Kohl‘s Reports Financial Results for 2019 Fiscal Year. Retrieved from https://investors.kohls.com/news-releases/news-details/2020/Kohls-Reports-Financial-Results-for-2019-Fiscal-Year/default.aspx[^2]: National Retail Federation. (2018, December 17). 2018 Holiday Shopping Trends: 90 Percent of Holiday Shoppers Plan to Give Gift Cards. Retrieved from https://nrf.com/media-center/press-releases/2018-holiday-shopping-trends-90-percent-of-holiday-shoppers-plan-give
[^3]: CNBC. (2019, April 2). Kohl‘s CEO Michelle Gass: ‘Amazon is working‘ as rival and partner. Retrieved from https://www.cnbc.com/2019/04/02/kohls-ceo-michelle-gass-amazon-is-working-as-rival-and-partner.html
[^4]: Signet Jewelers. (2019). 2019 Fiscal Report. Retrieved from https://www.signetjewelers.com/investors/financial-data/default.aspx
[^5]: Rao, S., Lee, K. B., Connelly, B., & Iyengar, D. (2018). Return time leniency in online retail: A signaling theory perspective on buying outcomes. Decision Sciences, 49(2), 275-305.
[^6]: Kapner, S. (2018, February 22). Kohl‘s Wants to Steal Market Share From Struggling Competitors. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/kohls-wants-to-steal-market-share-from-struggling-competitors-1519326000
