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She built her career as a creative thinker. Braving the Wilderness Brene Brown. More than a year into see more deal, the Amazon tie-up has won Wall Street's support and improved customer traffic in Kohl's stores. View Offer Details

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Most stores live in fear of Amazon, believed to be the notorious serial killer of American retail. They spend billions to make their businesses Amazon-proof. Some refuse to sell their products on Amazon, because they don't want to cede information about their customers or give up control of prices and exclusivity, shopping by category fear book. Mary Barra : Her impatience could save GM. She has to make it work Read all 14 Risk Vear profiles. Shopping by category fear book from Risk Takers : Tiffany has always been classy.

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ThirdLove wants to make bra shopping more fun. This company wants to make brushing your teeth fun. This company is reinventing shaving shopping by category fear book people of color. How shoppihg make money online. How Slack changed the way we work. How three college friends started a billion dollar salad chain. How one woman is disrupting shoppint flower business.

They wanted to give the homeless socks. So they started this company. Glossier founder created a beauty brand she 'could be friends with'. Allbirds founders: Shoes hadn't kept up with modern living. Men swipe right, but women make the first move. Casper founders wanted to modernize mattress shopping. Inside ClassPass, the infamous all-gym membership.

How broken luggage shopping by category fear book to travel innovation. Stores live in fear of Amazon. Chat with us in Facebook Messenger. Find out what's happening in the world as it unfolds. Risk Takers Sometimes a risk works. Sometimes it fails. Sometimes it takes years before you know. See who else made the list.

Michelle Gassnow Kohl's CEO, saw an opportunity when she was chief shopping by category fear book and customer officer. She engineered a bold plan that would become a test case for old-school retailers' partnerships with Amazon. Kohl's began accepting shopping by category fear book returns for Amazon customers in October It iphone sale short hair with 82 stores in Los Angeles and Chicago.

Last shopping by category fear book, Kohl's began accepting returns from Amazon customers without the original packaging and shipping box. Kohl's now packages and ships the items back to Amazon using its own logistics network. It was the first partnership categorry its kind, and left Kohl's vulnerable to criticism that the department store was supporting Amazon's brick-and-mortar ambitions. The arrangement carried several risks for Kohl's, including the possibility of higher costs and sales losses.

Some critics argued store workers would become overwhelmed by dealing with Amazon returns, and that Kohl's shipping costs would spiral out of control. Instead of spending on new clothes from Kohl's, customers would visit stores to buy an Echo Dot or a Fire TV, skeptics predicted. But Shopping by category fear book, this web page, took a different approach.

She built her career as a creative thinker. She's credited with helping develop the Frappuccino. Gass has a history of experimenting at Kohl's. The chain piloted coffee shops at two stores in learn more herebut pulled them after a weak response. She led Kohl's successful strategy to sell more athletic brands, including Under Armour. She recognized shopping by category fear book Amazon already knew many Kohl's customers' preferences, since they were Prime members or shopped and searched for products on the site.

More from Risk Takers Gass also understood that Kohl's needed a new plan. It was having trouble growing sales, because it didn't offer a ton of must-have brands, and middle-income moms who shopped there were less fashion-driven than core customers at Macy's or Nordstrom. Kohl's declined to make Gass available for an interview. But she said last year that the relationship with Amazon was an attempt to drive customer traffic and prepare Kohl's stores for the future.

The unorthodox tactic was a play to attract Amazon's younger and wealthier shoppers. Gass hoped that when customers drove up to Kohl's off-mall stores to return Amazon items, they might hang around and buy an Apartment 9 top or Under Armour sneakers. Early in its partnership with Amazon, Kohl's opened mini-shops at select stores. More than a year into the deal, the Amazon tie-up has won Wall Street's support and improved customer traffic in Kohl's stores.

Hy Haskett Research analysts studied Chicago stores in July, and found that buy gift voucher in shopping by category fear book that offer Amazon returns was, on average, In shopping by category fear book recent sign the partnership is working, Kohl's added Amazon package-less returns to more than 20 stores near its Menomonee Falls, Wisconsin, headquarters.

It now offers Amazon returns for customers at shoppint stores. Kohl's also announced plans to sell Amazon smart devices at dedicated spaces in more than stores, while ending the Catgeory mini-shops at a handful of stores. The moves signal that Amazon and Kohl's are entering a more permanent stage of their relationship. Analysts believe the two companies could go further, and Kohl's could one day bring new Amazon concepts to its stores, such as Amazon GoAmazon Books, or Amazon 4-Star.

Kohl's could even lease out store space to Whole Shoping. Kohl's is experimenting with shrinking the size of some stores, and it's joining with Aldi and Planet Fitness to open up several supermarkets and gyms next to Kohl's.

Dategory of where Kohl's and Amazon head next check this out, analysts believe the future of retail will bring more consolidation and outside-the-box partnerships like the one Gass designed. Retailers' Amazon problem is not going away anytime soon, and one way to solve it might be finding areas to team up.

Gass has a history of experimenting at Kohl's. Sometimes it takes years before you know. Kohl's began accepting free returns for Amazon customers in October