As a leading department store chain, Kohl‘s has long been a go-to destination for shoppers seeking stylish, affordable apparel and home goods. But in an era of rapid retail disruption, understanding your core customer is more critical than ever. In this deep dive, we‘ll unpeel the layers of Kohl‘s shopper demographics, dissecting data on age, income, gender, and more. We‘ll also examine how Kohl‘s is strategically adapting to major shifts in consumer behavior, and compare its customer profile to key competitors.
As The Picky Shopper, I‘m always on the hunt for retailers that artfully balance quality and value. Join me as we assess whether Kohl‘s hits the mark for discerning consumers.
Kohl‘s Shopper Profile: The Data Tells a Story
To paint a vivid portrait of the Kohl‘s customer, we‘ll scrutinize demographic data from multiple credible sources. Let‘s see what the numbers reveal:
Age: The Middle-Aged Majority
Kohl‘s attracts a wide age range, but the core of its customer base is decidedly middle-aged. According to a 2021 study by Numerator, over 55% of Kohl‘s shoppers are between 35-64 years old. Here‘s the full age breakdown:
| Age Range | % of Kohl‘s Shoppers |
|---|---|
| 18-24 | 5% |
| 25-34 | 15% |
| 35-44 | 20% |
| 45-54 | 21% |
| 55-64 | 19% |
| 65+ | 20% |
Source: Numerator Insights, 2021
As you can see, Millennials and Seniors each comprise about a fifth of Kohl‘s customers, but the 35-64 cohort dominates. Kohl‘s merchandising mix, which balances trend-right style and timeless basics, clearly resonates with this established adult segment.
Income: The Middle-Class Magnet
Kohl‘s "value" positioning has long made it a favorite for middle-income families. An analysis of Kohl‘s shoppers‘ income distribution underscores this point:
| Annual Household Income | % of Kohl‘s Shoppers |
|---|---|
| Under $25K | 10% |
| $25K – $50K | 24% |
| $50K – $100K | 36% |
| $100K – $150K | 18% |
| $150K+ | 12% |
Source: Kohl‘s Investor Presentation, 2021
A solid 60% of Kohl‘s customers fall in the $25K-$100K range, encompassing much of the middle class. Notably, nearly a third earn over $100K per year, suggesting Kohl‘s also appeals to more affluent value-seekers. As a Picky Shopper, I appreciate that Kohl‘s delivers quality at multiple price points.
Gender: Majority Female, But Courting Men
Historically, Kohl‘s has skewed heavily female, much like most department stores. Industry estimates suggest around 75% of Kohl‘s shoppers are women. However, Kohl‘s has been strategically growing its menswear business to boost share among male shoppers. A 2020 Kohl‘s press release noted that men‘s was the company‘s fastest-growing category, driven by popular athleisure brands and trend-right casual styles.
As a Picky Shopper, I‘ve noticed the upgraded men‘s departments in my local Kohl‘s, with a sharper brand assortment and better visual merchandising. It‘s clear Kohl‘s is aiming to be a one-stop-shop for style-savvy families.
Geography: Strength in the Heartland
True to its Midwestern roots, Kohl‘s performs particularly well in the nation‘s heartland. With over 1,100 stores across 49 states, Kohl‘s geographic footprint is substantial, but its Midwest concentration stands out:
| Region | % of Kohl‘s Stores |
|---|---|
| Midwest | 33% |
| Northeast | 18% |
| South | 34% |
| West | 15% |
Source: Kohl‘s 2021 10K Filing
While Kohl‘s has a sizable presence in the densely-populated Northeast and South, a third of its stores are situated in the Midwest. This regional skew aligns with Kohl‘s practical, unpretentious brand image.
As The Picky Shopper, I appreciate that 95% of Kohl‘s locations are off-mall, making them quick and convenient to visit. Kohl‘s "neighborhood store" model clearly caters to the busy lifestyles of its core customers.
Strategic Moves: How Kohl‘s is Keeping Pace with the Modern Shopper
Armed with deep customer insights, Kohl‘s has implemented several strategic initiatives to adapt to the rapidly-changing retail landscape. Let‘s examine a few key moves through the lens of The Picky Shopper:
Curated Brand Partnerships
To keep its assortment fresh and relevant, Kohl‘s has cultivated an array of exciting brand partnerships. Recent examples include a Sephora shop-in-shop beauty concept, a collection with fashion designer Jason Wu, and an upcoming home line with HGTV star Joanna Gaines. As a discerning shopper, I appreciate how these collaborations inject newness and style into Kohl‘s mix, elevating them beyond the typical department store.
Loyalty Program Personalization
Kohl‘s Rewards program, which boasts 30 million members, is a crucial tool for driving loyalty and repeat visits. Members earn 5% Kohl‘s Cash on every purchase, redeemable during periodic promotional events. Kohl‘s personalizes offers based on shopping history, helping busy customers quickly find what they need. As The Picky Shopper, I value loyalty programs that make my life easier while delivering tangible benefits.
Digital & Omnichannel Innovation
To court digitally-savvy shoppers, Kohl‘s has significantly stepped up its e-commerce game. The Kohl‘s app features tools like Snap & Shop visual search, while the mobile wallet streamlines checkouts and reward tracking. Kohl‘s has also rolled out conveniences like Buy Online, Pickup In Store and Amazon Returns. For The Picky Shopper, these omnichannel enhancements make shopping at Kohl‘s a seamless, hassle-free experience.
Stacking Up the Competition
To fully contextualize Kohl‘s customer profile, it‘s helpful to compare them to shoppers at rival department stores. Let‘s see how Kohl‘s measures up to Macy‘s and JCPenney:
| Kohl‘s | Macy‘s | JCPenney | |
|---|---|---|---|
| Median Age | 50 | 45 | 51 |
| Female % | 75% | 70% | 74% |
| College Edu % | 32% | 42% | 27% |
| Median Income | $69K | $81K | $60K |
Sources: Numerator, Statista, Ipsos
As this comparison shows, Kohl‘s shoppers are similar in profile to JCPenney‘s, albeit slightly more affluent. Macy‘s, meanwhile, attracts a younger, more educated, and higher-earning customer.
As The Picky Shopper, I find Kohl‘s strikes an appealing balance between Macy‘s upscale assortment and JCPenney‘s everyday value. It‘s an accessible yet aspirational retail brand well-suited for my "style meets substance" ethos.
Future Outlook: Opportunities & Challenges
Looking ahead, Kohl‘s faces both opportunities and headwinds as it seeks to maintain market share in a turbulent retail sector. On the plus side, initiatives like the Sephora partnership should help Kohl‘s acquire younger, trendier customers. Kohl‘s off-mall footprint has also proven a major advantage in the pandemic era, as consumers prefer quick, socially-distanced shopping trips.
However, Kohl‘s will need to work hard to retain its core middle-aged, middle-income customers in the face of increasing competition from value-oriented retailers like Target and TJX. As The Picky Shopper, I‘ll be closely watching to see if Kohl‘s can maintain its delicate balance of quality and affordability.
Kohl‘s would also be wise to further invest in ESG (environmental, social, governance) efforts to resonate with a new generation of conscious consumers. Highlighting progress on sustainability, diversity, and ethical sourcing could engender loyalty among shoppers who increasingly vote with their dollars.
Conclusion
Through this data-driven analysis, we‘ve developed a nuanced understanding of the Kohl‘s customer: a predominantly middle-income, middle-aged segment that values a convenient blend of style and value. We‘ve seen how Kohl‘s distinctive off-mall footprint and accessible price points have made it a go-to for busy families across the Midwest and beyond.
At the same time, we‘ve outlined how Kohl‘s is proactively evolving its brand partnerships, loyalty program, and omnichannel capabilities to keep pace with the modern shopper. While contending with stiff competition, Kohl‘s remains well-positioned to serve its current customers while acquiring new ones.
As The Picky Shopper, I‘m cautiously optimistic about Kohl‘s future. By continuing to artfully curate an exciting yet pragmatic assortment, Kohl‘s can cement its niche as the sensible retailer with just the right dash of flair. In a retail world that often forces consumers to choose between trendiness and affordability, Kohl‘s is uniquely positioned to offer the best of both.
So the next time you‘re seeking those perfect jeans or a family-friendly price on a stylish sofa, consider popping into your friendly neighborhood Kohl‘s. If, like me, you‘re a Picky Shopper in pursuit of the optimal intersection of quality and value, you just might find yourself right at home.
