Amazon and Kohl’s Cuddle Up
Amazon and Kohl’s Corp. are making it official. And the tentative partnership that was solidified Thursday — with the retailer agreeing to accept Amazon returns at all its stores and the web giant receiving a warrant to buy up to 1.1 percent of Kohl’s — illustrates just how much Kohl’s and Amazon have changed their approach to serve shoppers with both clicks and bricks. The rise of a new retail power couple also signals an important shift in the broader competitive landscape. Kohl’s has been tentatively working with Amazon since the fall of 2017, when it started to sell Amazon gadgets and also test the return concept that is now being rolled out more widely. The retailer accepts Amazon items, without a box or label, and returns them for free, drawing in foot traffic just as retailers of all stripes are struggling to capture an increasingly digital consumer’s attention. “If I was a Kohl’s competitor, I’d be looking very hard at this and say, ‘How should I respond?’ You’ve got to respond. You can’t ignore it,” said Antony Karabus, chief executive officer of HRC Retail Advisory. Karabus praised Kohl’s ceo Michelle Gass and the way she’s addressed two of the most vexing problems for legacyFollow WWD on Twitter or become a fan on Facebook.
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