Kohl’s shuts down its coffee experiment

Kohl’s tested a coffee bar (in partnership with Caribou Coffee) in two of its Milwaukee-area stores. Based on the results, the company decided to kill the concept test. Here’s my recent RetailWire comment on the topic:

I shop the Kohl’s Menomonee Falls store often (disclosure: I worked for the company from 1982-2006), so I saw the coffee concept first-hand. The lack of a seating area was a handicap, and a typical Kohl’s store doesn’t have space to burn at the same time that it is expanding its beauty departments. So the typical Kohl’s shopper making the rounds of the store (with an armful or cartful of merchandise to check out) may not find it easy to balance a cup of coffee while checking her cell phone for the latest coupons.

Kohl’s has other ways to make customers linger and to make the in-store experience more compelling — and it has bigger fish to fry in terms of growth opportunities like Off/Aisle and Fila outlets.

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