Kohl’s backs off in-store cafes
Through a special arrangement, what follows is an excerpt of an article from FierceRetail, an e-newsletter and website covering the latest retail technology news and analysis.
Kohl’s is abandoning its recent in-store cafe concept and will be closing the two test locations in the next few weeks.
The retailer debuted the Kohl’s Cafe in two stores in September in Menomonee Falls and Delafield, WI, near its headquarters. The idea was the product of customer input, but the cafes were simply not successful, according to the Milwaukee Business Journal.
“Kohl’s is committed to innovating and testing new ideas to put our customers first and deliver an easy, convenient shopping experience,” said Jen Johnson, VP of corporate communications. “Although Kohl’s received positive customer feedback, the pilots did not provide the business benefits needed to warrant further testing.”
Retailers are exploring ways to create better in-store experiences that transcend traditional merchandising, and cafes have been popping in stores nationally.
Target at a few stores has been testing a more upscale Freshii cafe, with artisan style pizza, fresh salads and pressed juices. At the time the test was announced last fall, Target noted that about 40 percent of Target customers go to the cafe while shopping.
In Chicago, Restoration Hardware last fall opened The Gallery, a lifestyle store including a cafe and wine menu from Chicago restaurateur Brendan Sodikoff. Urban Outfitters has been working with acclaimed chefs like Marc Vetri, Michael Symon and Illan Hall to open eateries inside some locations as part of an overall effort to create “lifestyle experience” stores. Uniqlo’s new flagships also serve coffee.
- Kohl’s backs off in-store cafes – Fierce Retail
- Kohl’s nixes in-store coffee shop concept, Kohl’s Café – Milwaukee Business Journal
- Target testing cafe concepts – Fierce Retail
- Restoration Hardware opens lifestyle shop in Chicago’s Three Arts Club – Fierce Retail
- Uniqlo partners with MoMA, adds Starbucks – Fierce Retail
- Urban Outfitters to add more in-store restaurants – Fierce Retail
Has a cup of coffee become a more important part of the shopping experience over the years? Do cafes and eateries not make sense for some stores and channels?