Kohl’s has announced a strategic shift to enhance its customer experience by promoting Arianne Parisi to the newly established role of chief customer officer. Previously serving as chief digital officer, Parisi will now oversee marketing, digital commerce, loyalty, and personalization efforts, reporting directly to CEO Michael Bender. This move coincides with the departure of Christie Raymond, the company’s former Chief Marketing Officer.
Restructuring for Enhanced Customer Engagement
The introduction of the chief customer officer position is part of Kohl’s turnaround strategy with an emphasis on refining its omnichannel experience. CEO Bender outlined this approach during a Q2 2026 earnings call, highlighting the company’s focus on a seamless customer journey both in stores and online. He stressed that ensuring product relevance and consistent availability are key aspects of their strategy.
Kohl’s is working to enhance the in-store experience for brands like Sonoma and Lauren Conrad with updated displays such as outfitted mannequins and comprehensive sizing charts. Similarly, improvements are being made for Nike and Levi’s products to create a more engaging and brand-friendly shopping environment, which includes reducing overall assortment options for clarity and consistency between online and physical stock.
Modernizing the Digital Experience
For online shoppers, Kohl’s has modernized its digital platform, showing initial improvements in page performance and customer interactions with product pages and checkout processes. The company plans to expand its payment options ahead of the holiday season, contributing to what Bender described as a long-term investment in enhancing both customer acquisition and retention.
Financial Performance and Expert Opinions
Despite these strategic developments, Kohl’s reported a 0.9% year-over-year decline in same-store sales for the second quarter of 2026—an improvement, though not growth, from the first quarter’s performance. Neil Saunders of GlobalData Retail indicates that while Kohl’s initiatives mark progress, the retailer needs more innovative strategies to truly captivate customers.
Saunders suggests enhancing the shopping experience with exclusive products and in-store events to better differentiate Kohl’s from competitors. Such efforts could invigorate the brand and provide a unique edge in the market.
Reporting based on coverage first published by retaildive.com.