COMPETITIVE PRESSURES:

navigating Kohl’s decline in the digital realm

01
ABOUT KOHL’S
 overview

Kohl’s is an American department store retail chain, which sells clothing,

footwear, bedding, furniture, decor, electronics, and more. It currently has
1165 locations, and has incorporated an omni channel approach, with both,
physical stores as well as an online presence. It is known for its frequent
sales, discounts, and promotional events. It is headquartered in Menomonee
Falls, Wisconsin, and targets a broad customer base.
02
KOHL’S DECLINE
 Problem
Kohl's, has faced the challenges of declining revenue and persistent inflationary
pressures. Over the years, the department store industry has grappled with competitive
pressures, exacerbated by the increasing dominance of online retail giants like Amazon,
the expansion of big-box chains such as Walmart and Target, and the popularity of
discount clothing stores like TJMax. In the case of Kohl's, the company has witnessed a
significant erosion of its market share, losing approximately 17% since 2011. The
intensifying competition from market forces has placed Kohl's in a challenging position,
necessitating strategic adaptations to regain market share and address the impact of
inflationary pressures on its financial performance, as well as deal with its digital
presence effectively.
03
Case questions
 questions

1) Investigate kohl's digital marketing strategies and their impact on brand perception.
What adjustments could be implemented to improve their marketing effectiveness, and
how well is the company connecting with its target audience?

2) In a crowded retail market, kohls has struggled to differentiate itself from its competitors.
Assess the strategies that kohls can implement to stand out from other retail competitors
such as Macy’s and Nordstrom

3) How effective have kohls partnerships with companies and brands been in recent years,
and what opportunities exist for kohls to further strengthen its position in the retail
market?