Kohl's Refines Thiab Redefines Nws Kev Lag Luam Hauv Ib Xyoo Investor Day

Kohl's Corp. yog shrinking lub thawv, mus tom qab cov khaub ncaws ua lag luam thiab cov ntaub ntawv mining science rau lub hom phiaj ntawm tus kheej, thiab lwm yam. Yog li hais tias Michelle Gass, tus muag khoom tus thawj coj hauv kev sib tham nyob deb ntawm qhov kawg ntawm lub tuam txhab hnub ua lag luam txhua xyoo. Kohl's kuj tau qhia txog lub hom phiaj nyiaj txiag ntev ntev ntawm ib tus lej qis qis feem pua ​​​​ntawm kev muag khoom loj hlob thiab ib nrab mus rau siab ib tus lej feem pua ​​EPS kev loj hlob.

Gass tau hais tias Kohl cov phiaj xwm loj hlob Sephora, lub tswv yim kev zoo nkauj nws tau ntxiv rau qhov chaw rau $ 2 nphom kev lag luam thoob plaws ntau dua 850 lub khw muag khoom thaum txuas ntxiv nthuav dav omnichannel muaj peev xwm nrog kev pib ua haujlwm rau tus kheej, yuav online, tuaj tos hauv khw rau txhua lub khw. . Kohl's Card cov txiaj ntsig tau txais txiaj ntsig tau nce ntxiv mus rau 7.5% txhua hnub, thiab cov khw muag khoom tau cog lus tias yuav tsis muaj pa phem los ntawm 2025.

Kohl's tau sim thiab sim nrog cov khw muag khoom me me rau ob peb xyoos dhau los, yog li cov khw muag khoom tsis yog tsuas yog txo qis Kohl qhov kev paub dhau los ntawm 85,000 txog 35,000 square feet. "Peb tau ua kom paub tseeb tias peb tau txais qhov raug thiab ua raws li qhov tseeb ntawm Kohl lub hom, los ntawm kev nqa cov khoom lag luam, pawg thiab cov npe los ua kom tiav qhov uas cov zej zog hauv zos tab tom nrhiav," Gass hais rau kuv. "Qhov piv txwv kuv tau siv, Seattle cheeb tsam khw, yuav muaj ntau qhov chaw sab nraum zoov ntau dua li koj tuaj yeem muaj thoob plaws tebchaws. Nws tseem yuav yog qhov kev paub siab nrog ntau zaj dab neeg thiab mannequins. Peb yuav qhib rau lub caij nplooj zeeg no, thiab kuv zoo siab heev rau cov neeg siv khoom kom paub txog nws. "

Raws li Gass, Sephora cov khw muag khoom hauv khw tau zoo rau lub tuam txhab kev lag luam kev zoo nkauj thaum muab ib nrab-tus lej muag khoom nqa mus rau tag nrho lub khw. Kwv yees li 25% ntawm cov neeg yuav khoom Sephora yog cov tshiab rau Kohl's, thiab lawv tseem hluas dua thiab muaj ntau haiv neeg. Gass tau hais tias "Lawv tab tom tshawb nrhiav qhov seem ntawm lub khw, yog li ntau tshaj li ib nrab ntawm cov pob tawb muaj lwm yam khoom," Gass hais. "Qhov nrov tshaj plaws yog qeb nquag, cov poj niam qeb."

Kohl's tab tom taug kev los qhib Sephora hauv 400 lub qhov rooj xyoo no, Gass tau hais, ntxiv tias nyob rau lub sijhawm luv luv Sephora yuav nyob hauv ib nrab ntawm cov khw muag khoom lub khw muag khoom ntawm 600 lub khw. "Peb yuav muaj ntau [qhov chaw] nyob rau thaum xaus ntawm lub xyoo no dua li lawv muaj lawv tus kheej lub khw muag khoom ywj pheej," nws hais. "Yog li kev ua lag luam ntawm Sephora tag nrho tau nce ntxiv, thiab kuv xav hais tias kev sib koom tes tag nrho mus zoo heev."

Ib qho kev tsim kho tshiab tau sib tham thaum hnub ua lag luam yog qhov pib ntawm lub tuam txhab hla BOPIS, "ib lub tswv yim kuv zoo siab heev," Gass hais. "Nws yog lub tswv yim ntawm kev yuav khoom zoo nkauj ntawm Sephora.com thiab tuaj yeem nqa nws ntawm Kohl lub khw." Lub khw muag khoom muaj kev sib koom tes zoo sib xws nrog Amazon qhov twg cov neeg siv khoom ntawm cov neeg loj heev tuaj yeem rov qab los ntawm Kohl cov chav. "Nws muaj zog heev thiab hais lus tiag tiag rau kev xav ntawm peb ob lub npe los ua ke rau kev yeej-yeej, nrog rau txhua tus nqa lawv cov khoom muaj nqis," Gass hais ntawm Sephora. "Hauv qhov no nws yog lub hauv paus muaj zog digital thiab cov neeg siv khoom tam sim no muaj qhov yooj yim ntawm kev tuaj tos ntawm Kohl's, thiab kwv yees dab tsi, tam sim no peb tab tom tsav tsheb ntau dua thiab lawv tau pom cov khoom seem ntawm lub khw. Peb ntseeg tau tiag tiag txog $ 2 billion lub sijhawm. "

Kohl's txuas ntxiv ua kom nws cov duab zoo li lub hom phiaj ntawm kev ua neej nyob. "Thaum peb thawj zaug pib mus tom qab pawg nquag ua haujlwm tsib xyoos dhau los, nws yog ib pawg hauv Kohl lub tswvyim dav dua. Tam sim no, qhov peb tab tom hais yog peb xav kom tag nrho cov hom lag luam sawv ntsug rau lub neej nquag thiab xws li kev ua neej nyob, uas suav nrog pawg xws li kev zoo nkauj. Peb tau ua pov thawj peb qhov kev ntseeg tau thiab peb tau koom tes nrog cov npe zoo tshaj plaws hauv kev lag luam, "Gass hais, hais txog Nike, Under Armour thiab Adidas. “Peb txoj kev koom tes tsis tau muaj zog dua. Thiab hais txog peb txoj kev cog lus, peb tau tham txog Sephora. Thaum peb hloov kho lub khw nrog Sephora peb kuj tseem ua kom tag nrho lub khw, peb tab tom ua haujlwm rau pem hauv ntej. Peb tab tom ntxiv qhov chaw ua haujlwm, thiab peb tau txais cov khoom lag luam siab. "

Kev zam ntawm kev zam nrawm nrawm los ntawm Covid-19 kis thoob qhov txhia chaw thiab ua haujlwm hauv tsev tsis ploj mus, Gass tau hais. Nws hais ntxiv tias "Tib neeg xav ua neej nyob mus ntxiv," nws hais ntxiv. “Lawv xav ua neej nyob ntxiv mus. Lawv puas yuav hnav me ntsis ntxiv, lawv puas yuav mus noj hmo lossis kev sib tham uas nyob hauv chaw ua haujlwm? Tej zaum rau lub rooj sib tham uas nyob sab nraum lawv lub tsev chaw ua haujlwm, tab sis cov cwj pwm tseem ceeb ntawm kev nyiam yuav mus ntxiv, thiab koj tuaj yeem saib zoo nkauj tiag tiag nrog koj cov khau ntaub thiab denim, uas yog qhov nyiam tiag tiag. Peb tab tom tsom mus ntsib cov neeg siv khoom xav tau no thiab tsom mus rau kev lag luam rau nws. "

Nyob rau tib lub sijhawm, Kohl's mus tom qab kev lag luam hnav khaub ncaws hauv cov ntsiab lus ntawm kev ua neej nyob hauv qeb thiab hnav mus ua haujlwm hnav khaub ncaws thiab hnav khaub ncaws hnav rau hnub so. "Koj yuav tsis pom ntau cov khaub ncaws prom ntawm Kohl, tab sis peb yuav muaj cov khaub ncaws uas koj tuaj yeem hnav rau kab tshoob. Nws yog tag nrho nyob rau hauv cov hom kev nyiam, siv tau hnav khaub ncaws uas koj xav tau los ntawm Kohl's tab sis kuv xav hais tias, Kohl's tshiab - siab, zam thiab zoo li ntawd. "

Kohl's tab tom npaj nws txoj kev lag luam digital kom ncav cuag $ 8 nphom hauv cov nyiaj tau los txhua xyoo, ib feem ua tsaug rau nws cov kev siv zog txuas ntxiv los ua kom yooj yim rau cov neeg tuaj saib nrhiav cov npe thiab khw hauv nws lub vev xaib. Kohl's rau hnub Friday tau tshaj tawm nws cov txiaj ntsig peb lub hlis twg, suav nrog tag nrho cov nyiaj tau los hauv xyoo 2021 ntawm $ 19.4 billion, nce los ntawm $ 16 nphom hauv 2020. Rau peb lub hlis xaus rau Lub Ib Hlis 29, Kohl tau tshaj tawm cov nyiaj tau los ntawm $ 6.22 billion, uas tsawg dua li Phab ntsa. Txoj kev kws tshuaj ntsuam kwv yees.

Gass tau raug hluav taws kub nyhiab los ntawm cov neeg ua haujlwm koom nrog Macellum Advisors thiab Cav Peev, uas tau sib cav tias Kohl's tau ua tsis zoo rau lwm cov khw muag khoom xws li Target, TJ Maxx, Macy's. Kohl's shares tau nce tsuas yog 6% hauv 12 lub hlis dhau los, piv nrog Macy's Tshuag, uas tau nce 65%. Cov tuam txhab tseem tau nias rau Kohl kom qhib peev los ntawm kev muag qee yam ntawm nws cov vaj tsev thiab xauj nws rov qab.

Macellum rau hnub Friday hu ua Kohl qhov kev tshwm sim thib plaub hauv peb lub hlis twg ua rau poob siab, hais tias nws tseem tsis ntseeg txog tus neeg muag khoom lub neej yav tom ntej tau muab rau pawg thawj coj tam sim no. Tab sis tus neeg muag khoom tau tso tawm qhov kev pom zoo ntawm cov nyiaj tau los zoo dua rau xyoo 2022 txawm tias muaj kev cuam tshuam txuas ntxiv mus. Lub khw muag khoom kuj tau hais tias lub lim tiam dhau los nws tau npaj ua ob npaug rau nws cov nyiaj faib tawm txhua xyoo thiab yuav rov qab tsawg kawg yog $ 1 nphom ntawm nws cov khoom lag luam xyoo no.

Gass tau hais tias Kohl cov yeeb ncuab tsis muab credit rau tus neeg muag khoom rau qhov txiaj ntsig nws tau ua. Nws tau hais tias "Yog tias koj saib xyoo tas los, peb tau ua qhov piv txwv loj thiab rov tsim kho dua tshiab rau kev lag luam," nws hais. “Nws yog lub xyoo tseem ceeb rau peb. Peb cov txiaj ntsig hais txog qhov ntawd. Peb tau tshaj tawm cov nyiaj tau los txhua lub sijhawm ib feem ntawm $ 7.33, zoo ua ntej ntawm peb lub xyoo 2018 ua ntej muaj kev sib kis loj ntawm $ 5.60. Peb tuav Txoj Kev ntawm kev ua haujlwm ntawm cov nyiaj tau los ntawm 7% thiab 8%, los ntawm kev xa tawm 8.6% Peb tau rov qab muaj txiaj ntsig zoo rau cov tswv lag luam, uas hais txog peb txoj kev txiav txim siab ntawm kev noj qab haus huv ntawm kev lag luam, thiab tam sim no peb tab tom nce mus tom ntej nrog ntau yam. cov txheej txheem kev loj hlob zoo siab. Kuv tsuas tuaj yeem hais tias peb pom muaj txiaj ntsig ntau hauv peb lub tuam txhab peb pom lub zog ntawm cov phiaj xwm no thiab peb muaj kev ntseeg siab rau yav tom ntej. "

Ib feem ntawm kev ntseeg siab yog los ntawm kev koom tes nrog Kohl's forged, tsis yog nrog Sephora nkaus xwb, tab sis nrog Amazon. Tus neeg muag khoom lees txais rov qab los ntawm cov tuam txhab digital cov khoom lag luam, uas "tau coj ntau tus neeg siv khoom tshiab," Gass tau hais. "Peb tau txaus siab heev nrog peb txoj kev koom tes nrog Amazon, uas tam sim no yog ob peb xyoos hauv kev tsim. Qhov peb tau pom dhau lub sijhawm yog qhov kev hloov pauv tau nce zuj zus, yog li feem pua ​​​​ntawm cov neeg siv khoom uas hla txoj kev thiab yuav ib yam khoom yog nce. Ib qho ntawm Kohl's ua tau zoo yog peb tsim kev sib koom tes zoo thiab Amazon yog ib qho piv txwv zoo uas peb txuas ntxiv kom tau txais cov neeg siv khoom thiab kev khiav tsheb thiab [cov neeg siv khoom] tau txais kev paub hauv ntiaj teb, cov qhab nia txhawb nqa tau zoo heev. "

Gass hu ua Amazon khi-hauv "yeej yeej-yeej. Thiab peb tseem tab tom nrhiav txoj hauv kev los tsav cov neeg siv khoom siab ncaj rau Kohl's. Peb tab tom tham txog Sephora thiab ib qho ntawm cov khoom tshiab uas peb yuav sim yog nyob rau ntawm qhov chaw uas cov neeg siv khoom tau ua Amazon rov qab los, peb yuav muab kev txhawb zog rau lawv mus xyuas Sephora khw. Peb tab tom xav txog qhov kev khiav tsheb sib txawv me ntsis, tab sis kev sib koom tes tau zoo heev rau ob lub tuam txhab. "

Kohl's kuj tseem siv cov ntaub ntawv tshawb fawb los pab koom nrog cov neeg siv khoom zoo dua thiab muab qhov cuam tshuam ntau dua. Nws yog lub sijhawm uas xov thoob plaws hauv lub tuam txhab, Gass tau hais tias, ntxiv tias cov khw muag khoom yuav siv cov ntaub ntawv tshawb fawb txhawm rau txhawm rau txhim kho tus kheej thiab ua kom muaj kev sib haum xeeb rau nws lub khw muag khoom hauv ob xyoos tom ntej, thiab tseem yuav ua kom zoo dua cov ntaub ntawv thiab tshuaj xyuas los tsim cov neeg siv khoom ntau dua. cov kev paub dhau los, tsav cov nyiaj tau los ntau dua, cov nyiaj tau los ntau dua, thiab cov cuab yeej cuab tam ntau dua.

Nws tau hais tias "Nws yog qhov peb txheeb xyuas lub khw," nws hais. “Peb tau sim ua qhov ntawd. Peb tab tom pom cov txiaj ntsig muaj zog heev. Qee lub sij hawm cov no yog cov kev hloov zoo nkauj me me, nws yuav yog ob peb qhov khoom siv ntxiv rau cov hom lag luam lossis cov khoom lag luam, tab sis nrog cov kev lag luam peb nyob hauv qhov ntawd ua rau muaj qhov sib txawv, yog li txhua lub khw yuav muaj ntau qib sib txawv. ”

Kev lag luam tseem yuav tau txais kev txhawb nqa los ntawm cov ntaub ntawv tshawb fawb, Gass tau hais tias, sau tseg tias lub hom phiaj yog siv tsawg dua tab sis siv ntau qhov cuam tshuam nrog tus kheej ib feem tseem ceeb. "Peb xa email ntau lab thiab ntau lab tus neeg siv khoom," CEO hais. "Peb muaj 30 lab tus tib neeg hauv peb txoj haujlwm kev ncaj ncees. Thaum kawg, lub zeem muag yog yuav ua li cas koj kho txhua tus email nrog cov khoom thiab muab. Tib neeg tsis tuaj yeem ua qhov ntawd thaum koj tham txog kaum lab tus tib neeg, tab sis tshuab tuaj yeem thaum koj tham txog cov ntaub ntawv tshawb fawb. "

Cov chaw tawm ntawm lub khw yuav txuas ntxiv yog qhov sib txawv ntawm Kohl's thiab cov cuab yeej muaj zog rau cov neeg muag khoom kev koom tes, txawm tias nws yog nrog Sephora, Amazon lossis cov npe tshiab. Gass tau hais tias "Qhov lawv nyiam yog peb lub peev xwm omnichannel muaj zog yog li suav nrog cov khoom lag luam tawm, uas yooj yim heev rau cov neeg siv khoom nrog rau peb lub platform digital," Gass tau hais. "Lawv yeej ua hauj lwm ua ke, yog li tactically hais lus, nws ua tej yam xws li Amazon rov qab los yog BOPIS los yog curbside pick-up, tab sis kuv xav tias tus nqi ntawm lub tswv yim tiag tiag yog thaum tam sim no thiab cov lag luam tshiab cov koom tes innovate thiab yuav ua li cas peb harness lub omnichannel peev xwm ua ke, lub 1,200. khw muag khoom thoob plaws lub tebchaws, 1.7 billion mus ntsib lub vev xaib. Peb tsim qhov zoo tshaj plaws ncav cuag rau cov hom lag luam, tuam txhab thiab cov koom tes yog li peb tab tom nrhiav txuas ntxiv txhim kho kev lag luam thiab tsim kho tshiab raws li lub platform muaj zog. "