"We've really made the determination that success for us is probably going to come by becoming an amazing omnichannel retailer," said Kevin Mansell, CEO, president and chairman of Kohl’s at the ShopTalk conference.
Mansell said with store sales and traffic being down for a number of quarters for not just Kohl's, but for a number of other retailers, it is imperative that Kohl's engages more with the customer.
For Kohl's, Mansell said, it will be important to make stores a lot more productive in how it uses the tools and technology to drive the engagement. The other thing they are focused on in this effort is to move faster.
"We have not used speed and we're not as agile as we need to be in order to be a better competitor to both virtual retailers who have the intensity to be really fast, but also brick-and-mortar retailers as well."
Mansell said the most profitable and largest customer for Kohl’s is an omnichannel one, the one who shops online and in-store. The footprint puts Kohl's in great proximity to its customers, since 85 percent of Americans live within 15 miles of a Kohl's location.
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