- Brand Naming
Background & Challenge:
Originally founded in 1927, Kohl’s is America’s largest department store chain, with nearly 1,200 stores across 49 states.
As competition—especially online—continued to grow, Kohl’s wanted to create a way to get customers excited about shopping with them, and also give back to their most loyal customers.
Kohl’s came to us in 2014 for help in creating a brand for their new rewards program. Their program focused on the individual, with special offers based on previous purchases, birthday gifts and rewards for every dollar spent. The name had to communicate the ideas of positivity and personalization, while also sounding somewhat playful (after all, shopping should be fun).
After exploring numerous candidates through two rounds of creative work, the final name selected was “Yes2You” which speaks to the idea of Kohl’s going above and beyond to always say “yes”, as well as a program that’s built around “you”.
The “2” helps the name stand out a bit more, and be a little easier to read than just using the normal “to”.
The new rewards program helped to strengthen Kohl's retail brand overall by encouraging shoppers to visit both online and in retail stores. Today Kohl’s continues to perform well in a highly competitive retail sector and in 2016 posted revenues of $19 billion.