What: 3 examples from the US on how omnichannel capabilities help to drive customers back.

Why it is important: The 3 examples illustrate in a fragment way what is at stake for each large retailer: being a destination, always relevant to the moment and space, and achieving profitability through adequate partnerships.

Kohls realized in 2020 that customers had a dual ambition. On the one hand, they wanted to save time, money and resources during their shopping trip. On the other hand, they were longing for inspiration and discovery during their visits to physical stores. This is the reason why Kohls has upgraded their stores to make sure that each visit is worth the trip, through specific and desirable partnerships such as Sephora, Cole Haan or Tommy Hilfiger.

Nordstrom is aiming at the same result through the astute combination of Nordstrom, Nordstrom Rack and their digital expertise. Half of their sales is now coming from the digital channel. They also look at dedicated partnerships, such as ASOS, Topshop, Miss Selfridges, Warby Parker and others.

On their side, Macy’s is accelerating their Polaris strategy by repositioning the store fleet, enhancing omnichannel experiences, modernizing the supply chain and inking partnerships with Toys R Us, Urban Modesty or a selection of inclusive brands. Bloomie’s, their new and smaller format, is also part of this approach.

How department stores are bringing customers back