'This Was the Time' for Digital Adopters, Kohl’s CEO Says of COVID-19

Omnichannel shopping options were key during the COVID-19 pandemic, said Kohl’s CEO Michelle Gass on a Thursday National Retail Federation webinar. Kohl's is a return location for Amazon purchases, she said: Along with buy online, pick up in store fulfillment and curbside pickup, it's bringing customers into stores. Kohl’s had 60% growth in digital shopping during the pandemic, as lockdown created new digital shoppers, she said: “For folks who hadn’t adopted digital, this was the time.” Some customers are now shopping both channels, and “they’re the most valuable,” six times more productive than digital-only shoppers and four times that of store-only consumers, Gass said. It's a “tough week” at Kohl’s, cutting 15% of staff.