Kohl’s Is Rewriting Its Playbook—Can Data-Driven Marketing & Proprietary Brands Restore Momentum?

Kohl’s Corporation’s latest earnings call highlighted both challenges and opportunities as it navigates through a changing retail landscape. Under the leadership of newly appointed CEO Michael Bender, Kohl’s is working to strategically position itself for long-term growth while dealing with immediate pressures. On the positive side, Kohl’s outperformed both top-line and bottom-line expectations for the third consecutive quarter, indicating some success in the company’s strategic initiatives aimed at redefining its value proposition and enhancing customer experience. Digital sales climbed by 2.4% compared to the previous year, showing that investments in this channel are paying off as digital sales contribute increasingly to overall revenue. Notably, the company reported an uptick in transactions, with an especially strong showing from its loyal Kohl’s Card customers, improving their sales performance by over 500 basis points from Q2.