Who's really benefiting?: Amazon and Kohl's

Amazon and Kohl's partnering?!? A brilliant partnership or a hindering Amazon's reputation? Amazon plans to "open connected home showrooms in 10 stores in the Los Angeles and Chicago markets." These showrooms will be staffed by Amazon associates and will give the consumer a Smart Home Experience. Devices such as Echo and Kindles will be sold in these showrooms. Kohl's will also be processing returns for Amazon on current items. Kohl's may be carrying the weight here but Kohl's foot traffic will increase which will potentially increase sales. Both Amazon and Kohl's are benefiting from what the other has. Amazon gains physical store space and Kohl's gains traffic.

Do you think this just a partnership or will a merger occur in the near future?

From a digital marketing perspective the partnership between Amazon and Kohl's is a gold mine. Amazon has capitalized in online sales while Kohl's is a tradition brick and mortar store. While Kohl's needs serious help attracting online consumers, Amazon can help create traffic into Kohl's store and Kohl's can promote Kohl's.com and apps that may increase sales. The Smart Home Experience will bring in an affluent consumers willing to spend money on leisure and luxury benefiting Kohl's.

Kohl's may be able to capitalize on this partnership by promoting through Amazon.com and within the store.

What do you think Kohl's can do digitally to attract consumers with the help of Amazon?

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