Dive Brief:
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Kohl’s Q3 sales fell 1.6% and same-store sales fell .18%, but web sales surged 30%, beating its own expectations of 20% to 25%, the company reported.
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This summer, the retailer introduced omnichannel initiatives like in-store pickup for online sales and began using its physical stores as fulfillment centers in order to speed up orders.
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The retailer doesn’t expect that kind of online sales bump in Q4, but said that it has expanded its ship-from-store fulfillment and other omnichannel programs in time for the holidays.
Dive Insight:
With this report, Kohl’s demonstrates the rewards of omnichannel initiatives. The differing fortunes of its brick-and-mortar vs its online sales couldn’t be much more stark. Important to remember, however, is that its web success is dependent on its brick-and-mortar presence.