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Kohl’s, in an effort to simplify its rewards program and increase participation among members, is launching a new initiative that trades points for cash and combines elements of its credit card, sales events and Yes2You Rewards. The program, simply called Kohl’s Rewards , will pilot in eight markets and roughly 100 stores in late May, said Greg Revelle, chief marketing officer at Kohl’s. All Kohl’s Yes2You members and Kohl’s Charge holders in those markets will automatically be enrolled in the new program. “Our hope is that the new Kohl’s Rewards program will allow us to do three things: connect with new customers in a different way, deepen the relationship with customers and simplify Kohl’s value proposition,” he said. Full story

16 May