What: Kohl’s is reinvesting in its four-wall footprint and trying to modernize it.

Why is it important: Kohl’s is accelerating the opening of smaller store formats that have successfully been piloted; introducing what it calls “zones” for diverse, female-owned and emerging brands; testing self-serve return drop-offs; testing self-checkout, and reflowing key active and casual brands such as Calvin Klein, Draper James RSVP and Under Armour, in proximity to the in-store Sephora shops for better exposure.

They are also continuing to roll out self-serve stations for picking up online orders and already offer the ability to drive up and pick up packages and make Amazon returns.

Kohl’s said its new zones for diverse and female-owned companies will provide an element of “discovery” to its stores. It will also offer some differentiation from the preponderance of major national brands and private brands.

Kohl’s self-serve buy online, pick up in-store service will by the end of the year be available in all stores. Self-serve returns are being tested in over 100 stores, but there are more planned through the next 18 months. The self-return experience is unique to Kohl’s, offering a simple in-store drop-off process.

Kohl’s doubles down on store experience