In an effort to bolster its omnichannel operations during a difficult period, Kohl’s is reorganizing its top management by merging its digital and marketing teams into the newly established position of Chief Customer Officer.
Arianne Parisi Named Chief Customer Officer at Kohl’s
On Tuesday, Kohl’s revealed that Arianne Parisi, who previously held the title of Chief Digital Officer, has been elevated to serve as the retailer’s inaugural Chief Customer Officer. Parisi’s responsibilities now encompass every aspect of customer engagement, such as digital commerce, loyalty programs, marketing, and tailored customer experiences. In this role, she will report directly to CEO Michael Bender.
This appointment follows the exit of Christie Raymond, who had served as Chief Marketing Officer. The retailer stated that the decision to combine digital and marketing under one leader is aimed at delivering a seamless, unified customer experience. CEO Michael Bender commented in a statement, “Bringing marketing and digital together under one leader will help foster a greater focus on the full customer lifecycle and how Kohl’s shows up across customer touchpoints.”
Revamping Omnichannel and In-Store Offerings
The creation of the chief customer officer position aligns with Kohl’s broader transformation plan to enhance shopping in both physical and online settings. During the company’s second quarter 2026 earnings call, Bender highlighted progress toward integrating omnichannel capabilities to improve overall customer satisfaction.
Several upgrades are in progress, including updating digital platforms to accelerate website speed and refine the shopping journey—from browsing product pages to navigating the cart and completing purchases. Ahead of the holiday period, Kohl’s intends to roll out new, flexible payment methods. As Bender put it, “Delivering a seamless, inspiring experience, whether in store or online, remains a critical component of our strategy.”
On the brick-and-mortar front, Kohl’s is revamping product offerings to make them easier to browse, making sure inventory is consistent across web and store locations, and elevating the visual presentation of in-store brands. Customers will find that labels such as Sonoma and Lauren Conrad are being updated with new mannequins, clearer sizing guides, and improved signage. Additionally, displays for Nike and Levi’s will feature enhanced setups to create a more appealing atmosphere. These initiatives focus on better organization and inventory reliability—two elements that Bender sees as essential for enhancing the shopping experience.
Quarterly Performance Indicates Initial Progress
Kohl’s reported that same-store sales declined by 0.9% during the second quarter of 2026, mirroring a 0.9% drop in net sales from the previous year. However, these numbers represent an improvement compared to the first quarter of 2026, which suggests some stabilization in performance. More information is available in the company’s earnings release and analyst coverage.
Neil Saunders, GlobalData Retail’s managing director, acknowledged these improvements while stressing that Kohl’s will need to post even better results to bring in additional shoppers. He observed, “A better performance does not equate to a good performance,” and while investments are “a step in the right direction,” they have not yet distinguished Kohl’s from the competition.
To further set itself apart, Saunders recommended that Kohl’s consider exclusive product launches, special-edition releases, and in-store events aimed at increasing excitement and customer engagement. He stated, “Addressing this not only requires a more serious elevation of the shopping experience, but it also necessitates more energy and excitement in stores.”
Future Strategy
With all customer-centric responsibilities now unified under the Chief Customer Officer, Kohl’s executives aim to speed up improvements to both their digital presence and physical stores. In advance of the holiday season, the company is sharpening its focus on payment innovations and streamlined assortments, with the intention of expanding recent positive trends and attracting more customers, new and returning alike.