The Case

The Digital Store – Kohl’s of the Future

Kohl’s Leadership has challenged the team to develop and present a proposal for a redesigned in-store experience to attract and engage the millennial customer by integrating digital concepts (mobile, digital tools, advanced technology, etc.) with the physical store and merchandise. 

Things to consider:

  • Technology in the store today
  • Customer Service & Engagement
  • The role of an associate in a digital store

    Your assignment:

  • Create a 90-second teaser video to share your initial concept
         • Upload video to YouTube and send a link of the video to by Friday, March 6th at 1:00pm CST
         • See FAQ page for YouTube Video Instructions

  • Develop a 10-page business plan to educate and convince Kohl’s Senior Leadership 
         •Please include the following in your business plan:

              • SWOT Analysis
              • Projected budget and Return on Investment
              • Describe the role of the store associate and how their role will change with your proposal
              • Describe how you will measure success with the proposed change and what analytics will be used to evaluate the result

         • Email business plan to by Monday, March 23rd at 1:00pm
         • See FAQ page for requirements of business plan

  • Build a 20-minute presentation to influence Kohl’s Leadership on the design and technical aspects of the digital store for the millennial consumer
         (prepare for 5 minutes of Q&A)

    See Competition Rules page for details on how teams will be judged.

  • FAQs

    Frequently Asked Questions

    Q:     Should the business plan be single or double spaced?

    A:     Double-spaced


    Q:     Does the 10-page limit include appendices?

    A:     No, the 10-page limit only applies to the business plan content. Additional pages may be used for a table of contents, appendices, references, etc.


    Q:     What will I be reimbursed for?

    A:     You will be reimbursed for mileage to the airport, parking, and meals at the airport. Please be sure to keep all receipts to be compensated.


    Q:     Where can I find additional information about travel arrangements?

    A:     If you have additional questions about your travel arrangements or special requests, please email


    Q:     How do I upload my teaser video to YouTube?

      A:      1. Go to

                2. Create an account

                3. Click ‘Upload’ button in the top right of the screen

                4. On the drop-down menu in the center of the screen, choose “Unlisted”

                5. Click on “Select files to upload” in center of the screen, and choose your team’s teaser video to upload.

                6. While video is uploading, update the title of the video to: “Your University> Kohl’s Invitational Teaser Video”

                – Ex. “University of Kentucky Kohl’s Invitational Teaser Video”

                – It may take several minutes to upload your video

                7. Once the video is uploaded, click “Done” at the top of the screen

                8. A link to your video will appear in blue underneath

                9. Send the link to your video to by Friday, March 6th at 1:00pm CST

                – In the subject line of the email, please include your university/title of your video