Daily Newsletter

28 November 2023

Daily Newsletter

28 November 2023

Kohl’s prioritises strategic growth as Q3 2023 profits slide

Omnichannel retailer Kohl's Corporation reported a drop in both revenue and profits in its third quarter (Q3) ended 28 October 2023, however the retailer said it is working on strategies to "reposition" its sales and profit.

Shemona Safaya November 27 2023

Kohl's net sales decreased 5.2% year-over-year from $4.05bn to $3.84bn with comparable sales down 5.5% in Q3.

Operating income was $157m compared to $200m in the prior year. While, net income was down to $59m compared to last year's $97m.

Kohl's store sales in the US's Midwest, Mid-Atlantic, and Northeast regions, where the weather impact was most apparent, were down to the low to mid-single digits in Q3, while all other regions increased to low-single digits.

Kohl's explained it has initiatives underway to "de-weather" the business as it focuses on growing sales in less weather-sensitive categories like beauty, home, gifting, and impulse.

Additionally, the retailer said that in 2023, it re-established its stores as a key focal point of strategy to capitalise on opportunities and drive sales in the local markets.

Kohl’s chief executive officer Tom Kingsbury believes store performance was driven by strong growth in Sephora and the newness in its home and gifting initiatives, reinforcing the fact the retailer's actions are working and resonating with customers.

However, he said the retailer achieved these results despite a "softer-than-expected" demand environment driven by "less-than-ideal" weather and persistent macroeconomic pressures on its customer.

Kingsbury continued: "Kohl’s third quarter earnings reflect strong gross margin and expense management as well as additional progress against our strategic priorities. Our strategies to reposition Kohl’s for improved sales and earnings performance remain in the early stages. The work we have done in 2023 will continue to build momentum and set us up to be successful in 2024. I continue to be impressed with the entire Kohl’s team for their hard work and agility in executing against our strategic priorities in 2023."

On the company's investor call the CEO told investors and the management that throughout 2023 Kohl's focused on four strategic priorities, which are: enhancing the customer experience, accelerating and simplifying its value strategies, managing inventory and expenses with discipline, and further strengthening the balance sheet.

Kohl's longer-term initiatives include enhancing the customer experience as the retailer noted this is a top priority that represents the largest growth opportunity.

Personalization has grown alongside online retail

Personalization has increased as technologies have advanced, with a retailer’s ability to collect, analyze, and utilize consumer data being aided by the effective use of analytics tools. Consumers are also increasingly individualistic, especially Gen Z, and want products that are specifically targeted to their needs and goals. These consumers are often willing to pay a premium for such items. Although the opportunities for product personalization in apparel are rife, personalized products are generally not offered by mainstream retailers due to the higher costs involved.

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