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Kohl’s Is an Example of How an Identity Crisis Is Remaking Retail

Photo Credit: Mike Mozart via Flickr cc

Many older retailers, from Sears to JCPenney, are struggling to adapt to a whole new retail world, one where the customer experience is everything and the biggest competition is virtual. Others, however, are using this identity crisis to morph into something completely different and unique.

Kohl’s is a perfect example. Instead of expanding like others keep trying to do, Kohl’s is shrinking its store space to make room for special brands such as discount grocer Aldi and Planet Fitness.

These new partnerships theoretically give Kohl’s customers another reason to swing by and stay awhile—and could prevent additional closures—but, like the online grocery industry, it could also be a sign the retailer is grasping at straws to remain competitive.

Read more at Ad Week.