THE CEO Kohl’s has confirmed at least four changes that help consumers score desirable finds for affordable prices.
It’s been a bit of a bumpy ride for the retailer in recent months, but it’s been making a quiet comeback as of late.
Kohl’s is making a comeback with some changes this year (stock image)[/caption]
During an earnings call on August 27, Kohl’s shocked Wall Street analysts with quarterly fiscal results that were better than predicted.
Part of the reasoning behind this improvement came from an adjustment to the retailer’s famous Kohl’s Cash coupons.
Previously, many popular brands were excluded from the discounts, and shoppers didn’t want items from the brands that were included.
That effectively made Kohl’s Cash hold less value and deterred some longtime Kohl’s customers.
Interim-CEO Michael Bender noted on the call that it “created friction with our customer base.”
That’s why, earlier in 2025, the decision was made to expand the coupon offerings, which brought back interest.
“This change generated an immediate positive response in our digital channel where pricing transparency plays a significant role in customer decision making,” Bender explained.
“As the quarter progressed, we saw the performance improve in our stores as we increased investment in in-store signage and marketing.”
Additionally, more brands are going to be included on the coupons soon, specifically those that are smaller or predominantly digital, according to the interim-CEO.
IMPULSE EMPHASIS
Kohl’s is also focusing on “impulse” buys as a second change, placing more merchandise near checkout lines.
That way customers can make a quick last-minute grab.
So far this year, Kohl’s has included 613 “queuing lines” in stores, with 300 in the second quarter alone.
“Impulse sales have increased 30% in Q2 driving more units in the basket,” Bender explained.
Kohl’s plans to expand the queues to all of its over 1,100 locations nationwide before the holiday season begins.
Four Kohl’s Changes
- Inclusion of more top brands for Kohl’s Cash
- Increase impulse buy sections near checkout areas
- Strengthen Sephora partnership
- Bring back mannequins
SEPHORA STRONG
A third adjustment Kohl’s has made recently includes the addition of Sephora sections in-store.
This isn’t a new thing, as the retailer has been gradually including them for several years, but they finally completed the buildout at all locations in 2025.
Bender noted on the call that Sephora at Kohl’s was up 3% this past quarter versus the same time last year.
“This partnership has delivered exactly as intended, benefiting both companies,” he said.
“We remain on track to delivering our goal of delivering a $2 billion beauty business.”
And lastly, Kohl’s has brought mannequins back to stores.
MANNEQUIN MAYHEM
Mannequins are a department store staple, but they were used less frequently at Kohl’s in recent years.
Bender emphasized that the inclusion of them again can “show an item and an outfit, not just an item hanging on a rack and actually enhancing the store experience.”
“We have a broad range of initiatives in place, some that will deliver short-term gains but over the long haul we know that growth is where we need to get back to.”
Kohl’s also axed 27 underperforming locations in 15 states earlier this spring to improve its footprint.
It also is still looking for a permanent CEO after the firing of former CEO Ashley Buchanan.
