Kohl’s Mixes Site with Blue Martini

eCRMGuide.com Staff

Updated · Aug 15, 2001

Blue Martini Software, Inc. applications are providing the customer relationship management (CRM) force behind a new e-commerce site from Kohl's Department Stores. The fully functional retail site replaces the informational pages that Kohls had originally constructed to represent their online presence.

Kohl”s president, Kevin Mansell, cites an emphasis on customer satisfaction as one of the major factors behind the online sales channel. “One of the keys to our success has been to provide an in-store shopping experience that is fast, easy and convenient. We are a customer-focused organization that caters to the needs of our customers.” Of the Blue Martini solutions utilized in the project — the external customer relationship management (eCRM) application suite and Campaign Management module — Mansell says, “Blue Martini Software helped us recreate the Kohl's shopping experience in the online world. Now our online store offers the same brands, value and convenience our time-pressed customers have come to expect from all Kohl's stores. This new channel affords our customers ‘more ways to shop.'”

Kohl's implemented the Blue Martini eCRM application suite that consists of four applications: Blue Martini Marketing, Blue Martini Commerce, Blue Martini Channels and Blue Martini Service. Whether used together or individually, the applications enable catalog management, content, transactions, campaigns, analysis and personalization. The eCRM suite is utilized in combination with Blue Martini Software's Campaign Management module, which is located within the Blue Martini Channels application and allows Kohl's to deliver promotional material electronically and track the results. Campaign Management will calculate response rates, conversion rates and campaign return on investment. With the Campaign Management module, Kohl's can drive revenues, increase Web site traffic and conduct market research.

The addition of the Blue Martini solutions bring added integrated functionality to the Kohl's site, allowing for safe and secure ordering while emulating the qualities of Kohl's 354 nationwide brick-and-mortar facilities. Additionally, online customers can take advantage of the same sales, promotions and specials that offline shoppers receive. Other key features of the site include: the ability for customers to exchange or return online purchases to Kohl's offline stores; real-time inventory management; gift services; and secure wrapping and delivery.

Based in Menomonee Falls, Wis., Kohl's is a value-oriented department store offering moderately priced national brand apparel, shoes, accessories and home products. Kohl's features a merchandise mix that is approximately 80 percent national brands and 20 percent private brands.

Founded in 1998 and headquartered in San Mateo, Calif. with regional offices in fifteen cities around the world, Blue Martini creates and delivers eCRM applications that helps companies understand, target and interact with their customers and business partners across multiple touch points.

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