Kohl's shoppers, you did it. The company heard your feedback and took those complaints to heart and it's rolling back one of its most controversial store policies as of late.
Loyal shoppers would be the first to tell you that shopping with Kohl's Cash didn't always have so many exclusions. But as changes were instilled a few years ago and the list of retailers barred from the loyalty rewards program continued to grow, consumers were left frustrated and overwhelmed.
But all of that is changing this year, Kohl's said.
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During its recent Q1 earnings call, the company explained that the move it teased last quarter–scaling back exclusions on coupons and promotions like Kohl's Cash–is a priority for this year.
The decision comes as part of Kohl's ongoing strategy to reestablish itself as a leader in value and quality after shuttering stores in several states. It plans to get back on track by investing more in its own brands, simplifying its Kohl's Rewards and Kohl's Cash programs, and expanding its promotions to include more brands.
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"We are bringing products back into the coupon, so we do think being more promotional and having value orientation throughout the year is gonna be important," Kohl's CFO Jill Timm said in the recent earnings call per The Sun. "Particularly because the middle-income customer that we serve is pretty stretched in today’s environment."
The company's CFO said Kohl's started slowly incorporating these changes beginning earlier this spring, and so far, it appears to be working.
"As we have made investments back into these categories and reduced coupon exclusions, we have seen an improvement in the sales trend of these customers," Timm added.
Even the department store's social media has gathered shoppers celebrating the announcement, with one calling it "great news ?."
"Lots of awesome brands!!" one more added.
Next: Beauty Retailer's Sudden Store Closure Catches Fans 'Off Guard'
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