Brick-and-mortar retailers can employ several strategies to combat the challenge of growing online shopping trends. One strategy is to leverage partnerships with online retailers, similar to how Kohl's accepted Amazon returns to drive foot traffic into their stores. This not only increased their foot traffic but also boosted their new customer acquisition rates. Other strategies could include enhancing in-store experiences, offering exclusive in-store products, providing excellent customer service, and integrating online and offline shopping experiences through methods like 'click and collect' or 'buy online, pick up in store'.
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For Kohl's, the decision to accept Amazon returns drove increased foot traffic into their stores. Their goal was that it would convert into additional sales. It was a strategic move, considering the broader challenge faced by brick-and-mortar retailers in the face of growing online shopping trends. In just the three weeks since launch, Kohl's stores welcomed a 24% increase in foot traffic. Additionally, data revealed that the Kohl's stores which accepted Amazon returns saw a notable boost in new customer acquisition rates. These new customers were presumably Amazon shoppers who may not have frequented Kohl's otherwise. In fact, as of 2021, Kohl's reports that the partnership has drawn in 2 million new shoppers, with a third of them millennials.