Magnus Marketing Blog

The greatest example of superior management, teamwork, and customer centricity is found at Kohl's Department Stores - store in East Brunswick. The culture of the store is palpably different from other Kohl's stores and other retailers. Aside from the Corporate mandates of "Yes We Can" - a policy focused on providing support to the customer at all times, this particular store exemplifies the true embodiment of customer centricity.

The store workers are a true team and consistently provide support to each other whether it is personal issues or needs in other departments. It is not unusual to find a person who works normally in one department, assisting in another or on the register WITHOUT the manager's telling them to do so. Each department associate (many of whom average 3 - 5 years, the store opened 5 years ago) has complete ownership and pride in their department. Many of the associates are mostly college-educated and work part-time, having a variety of professional day positions. The racks are the most shoppable because the associates devised a system to ensure proper processing of merchandise (nightly the store is returned to opening day perfection or close to it). Customers are delighted with the service, because associates are properly trained and supported. Many associates take pleasure in providing personal service, assisting folks in picking out outfits and gifts. Many associates are on a first name basis with customers (who are referred to as team extensions) and are empowered at times to give "extras" as in discounts to good or loyal customers. Very rarely are associates terminated and turnover over the last few years has been minimal.

The management is not only a team, but open to suggestions, ideas, and complaints from employees. They listen to employee concerns, address them immediately, and take action when required. They are extremely respectful of the sales/POS associates and allow the employees to do what is needed, when needed, in the manner in which they feel best. It is a culture of almost complete empowerment and respectful autonomy. Rare is it to see management chiding or reprimanding associates, common is it to see managers working alongside associates and chatting about township activities or life issues. They take an interest and have concern about employees. The good employees are consistently recognized in many ways and are held as standards for others to strive for. They "pick battles" wisely, allowing at times gum chewing on the floor (which is technically a no-no), but assuring proper dress code (which helps sell the merchandise).

Customers who visit this store comment on the "hard work", "total service", "family atmosphere", "helpful attitude", and "go the extra mile" effort. The East Brunswick Kohls store has achieved what many businesses WISH for - complete teamwork and focus on the customer. It is a top-down driven event with management reflecting the values embodied by the workers and the values possessed are strong - ranging from work ethic, customer concern, to department ownership. Everyone is aligned with the overarching goals of "selling more merchandise" through friendly, helpful, and personalized service.

If anyone wants to see an example of real teamwork, good management, and strong customer centric values in place - visit Kohl's Route 18 in East Brunswick. A Harvard Case study should be written about it.