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Kohl’s has become the latest bricks-and-mortar retailer to sign a deal with ecommerce giant Amazon. The US department store this week revealed that it plans to roll out a ‘smart home experience’ in ten of its stores, in time for the busy Christmas shopping season.

Beginning in October, each of the 10 Kohl’s stores chosen will have an Amazon dedicated space within it that is approximately 1000 sq ft in size. These areas will provide shoppers with an interactive and hands-on space where they will be able to engage with an array of smart home products such as the Amazon Echo, Echo Dot, Amazon Fire TV, Fire tablets and more. The aim of the experience will be to showcase how smart home products, many of them powered by Alexa can modernise and simplify so many things in the home such as entertainment, security and more. The experience will allow Kohl’s customers to touch, feel and interact with the devices before they buy. On-hand will be Amazon sales associates who have a deep and wide-ranging knowledge of the products and associated technology and they will even be able to be booked to come to a customer’s home to install the products. Kohl’s customers will also be able to take advantage of Amazon Home Services which offers access to vetted local service professionals to help with a range of jobs from cleaning and double glazing plumbing and CCTV services.

“We believe in the power of our store portfolio and know that our future as a best-in-class omnichannel retailer will be driven by how inventive, compelling and unique we can make our store experience,” said Michelle Gass, Kohl’s chief merchandising and customer officer.

“Kohl’s and Amazon share a customer obsession and we’ve joined together to leverage each other’s strengths and deliver a great experience customers can only find at Kohl’s.

“We are thrilled to offer a unique new way for customers to try out our lineup of Alexa-enabled Amazon devices, learn more about our smart home services from Amazon experts and then buy those items directly from Amazon—all within Kohl’s stores,” said Dave Zimmer, vice president, sales and marketing, Amazon Devices. “Teaming up with Kohl’s provides an incredible opportunity to pair world-class customer and shopping experiences.”

It’s been a big year of change for Kohl’s. Earlier this year, the retailer announced a series of changes to both its online and bricks-and-mortar operations that will see them open more small-format stores as well as boosting their fulfilment network. Kohl’s is one of the USA’s leading omnichannel retailers with over 1100 stores across 49 states.


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