KOHL’S will be eliminating a new policy after it caused some controversy among customers.

The retailer has been making some significant changes recently as it desperately tries to improve sales performance.

It’s cited losses for over 11 fiscal quarters in a row, with its stock value decreasing by more than 50 percent.

Newly-appointed CEO Ashley Buchanan has been making several moves to right the ship.

One of those efforts includes an amendment to Kohl’s Cash and coupons, a highly popular aspect of the shopping experience that it offers.

Customers frequently use the coupons and Kohl’s Cash to get deals on merchandise, but have encountered a lot of exclusions and restrictions on products to get the discounts.

The most exclusions Kohl’s has ever had on coupons was the highest it’s ever been last year, according to what Buchanan explained to investors in a recent earnings call.

EXCLUDE NO MORE

Buchanan promised to eliminate most of the exclusions moving forward, as it was turning away valued shoppers.

“Over the years, our list of excluded brands on our coupon has grown too large with the percent of sales that are excluded from coupons reaching an all-time high in 2024,” he said.

“This has created confusion and frustration with our loyalist customers.”

“We are in the process of reversing some of these exclusions to simplify the experience and allow our customers to shop with our promotional coupons more consistently,” Buchanan added.

The CEO also said there would be “more clarity in our price and value messages,” and that it would be amplified to “resonate” with customers.

“Our goal is to offer quality products at great prices across our entire portfolio, so our customers can more clearly see the value they’re getting with their purchase.”

FAILED APPROACH

A shift toward Kohl’s roots began in January after attempts from former CEO Tom Kingsbury over the past year didn’t get the results Kohl’s was looking for.

Kingsbury wanted to attract a younger consumer base with Babies R Us and Sephora locations located within stores.

Some experts like Jean-Pierre Dubé, a research associate with the National Bureau of Economic Research, noted that the ambitious goal left behind longtime Kohl’s customers.

HISTORY OF KOHL’S REVEALED

Kohl’s, an American department store retail chain operated by Kohl’s Corporation, currently has 1,165 locations, with stores in every U.S. state except Hawaii.

The company was founded by Polish immigrant Maxwell Kohl, who opened a corner grocery store in Milwaukee, Wisconsin, in 1927.

This store grew into a successful local chain, and in 1962, Kohl’s opened its first department store.

In 1972, British American Tobacco Company acquired a controlling interest in the company, which remained under the management of the Kohl family until 1979, when it was sold to BATUS Inc.

A group of investors bought the company from British American Tobacco in 1986 and took it public in 1992.

Headquartered in Menomonee Falls, Wisconsin, a suburb of Milwaukee, Kohl’s became the largest department store chain in the United States in May 2012, surpassing JCPenney.

The company is listed on both the S&P 400 and the Fortune 500, and in 2019, it ranked as the 23rd-largest retailer in the United States by revenue.

As of February 2023, Tom Kingsbury serves as CEO of Kohl’s, having accepted the position after serving on an interim basis since December 2022.

He succeeded Michelle Gass, who moved to a position with Levi Strauss.

“Kingsbury disconnected from their core customer and failed to connect with the younger generation that he was presumably going after,” Dubé told Fox affiliate WFFT recently.

Dubé added that Kohl’s “hardcore” shoppers likely felt “betrayed.”

EXPERT’S WARNING

Michelle Greenwald, a professor at the New York University Stern School of Business, also told the outlet that Kohl’s would need to make attractive offers to customers in 2025 to keep them from going elsewhere.

It seems that Buchanan’s strategy is in line with this.

“Once customers leave, they find other alternatives that they’re happy with,” Greenwald warned.

“It’s not like they’re necessarily going to come back.”

“A lot of it, they’re going to just lose forever,” she added.

Kohl’s is also still closing at least 27 “underperforming” locations in 15 states.

It was even left apologizing over its return policy after a customer claimed they fell victim to a “bait and switch.”