Question · Q3 2026
Chuck Grom asked about Kohl's strategy for re-engaging former and lapsed customers, particularly regarding awareness of changes like expanded coupon eligibility, store layout adjustments, and the reintroduction of proprietary brands, and where the company stands on its recovery path.
Answer
CFO Jill Timm explained that core customers were still shopping but with fewer trips, and marketing efforts are leveraging data for targeted re-engagement, especially with personalized coupons and Kohl's Cash. She noted a 500 basis point improvement in Kohl's Card customer trends. CEO Michael Bender added that digital responses are more immediate, while in-store communication through signage is still developing to highlight coupon-eligible items.