In the latest edition of Omni Talk’s Retail Fast Five live from Outdoor Retailer in Salt Lake City, sponsored by the A&M Consumer and Retail Group, Avalara, Mirakl, Ownit AI and Sezzle, Chris Walton and Anne Mezzenga dive deep into Kohl's recent partnership with Narvar and Inmar, introducing a new return service that allows customers to return items from brands like Carhartt, Hanes, and Levi's at Kohl's stores nationwide. The service utilizes QR codes and eliminates the need for boxes or shipping labels, similar to Amazon's return process.

While acknowledging the potential benefits of increased foot traffic and the convenience for customers, Chris and Anne debate whether this move is a smart retail strategy for Kohl's or a sign of desperation. They discuss the impact on store associates, who now must handle returns and customer service issues for products not purchased at Kohl's, potentially making their jobs more challenging and less fulfilling.

The discussion also touches on Kohl's broader struggles with its retail partnerships, such as the Sephora shops, and questions whether the company is focusing too heavily on returns at the expense of developing a clear brand identity and business model. Chris and Anne explore the operational challenges of managing returns from multiple retailers while simultaneously trying to improve omni-channel capabilities like ship from store, buy online pickup in store, and curbside pickup.

Lastly, the video features a thought-provoking question from interns at the A&M Consumer and Retail Group, prompting Chris and Anne to consider whether expanding return services is a "smart cheat code" for Kohl's or a distraction from the core business of selling products.

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For the full episode head here: https://youtu.be/8N2dDdOJ_5g