Market Analysis of Premier US Retail Giants: Macy's vs. Kohl's
Actowiz Solutions extensively compared two major departmental stores in the United States: Macy's and Kohl's. Both retailers have a significant offline presence and are rapidly expanding their online operations. The report delves into their pricing, assortment, and product availability strategies, along with an in-depth examination of category movement, including out-of-stock (OOS) figures and top trending styles. The analysis provides insights into the merchandise strategies of both competitors, highlighting their similarities, strengths, and weaknesses. Moreover, the report presents detailed information on pricing, discounts, and the availability of in-stock and out-of-stock items across key attributes and sub-categories.
Research Methodology
The data used in this report is sourced from Actowiz Solutions' retail analytics portal, which employs real time data powered by their original similarity engine, exclusive AI algorithms, and innovative scrapers. This cutting-edge technology ensures an exceptional matching accuracy of over 99%. Actowiz Solutions conducts daily crawls of Kohl's and Macy's, as well as numerous other retailers and brands to produce highly precise, real market data. While their clients have access to a wealth of data points through custom dashboards, a SaaS portal, or plug-and-play APIs, this analysis covers only a limited set of data points. It is important to note that this report alone does not fully represent the extensive capabilities of Actowiz Solutions' intelligence-gathering tools.
The focus of this report is to comprehend the disparities between Macy's and Kohl's from a broader perspective. Specifically, it aims to explore how each retailer navigates the challenging fashion category and attains success in this fiercely competitive industry.
A High-Level Comparison: Kohl’s vs. Macy’s & Key Takeaways
Both Kohl's and Macy's emphasize the apparel category strongly, as evidenced by the substantial volume of products they offer in this segment. This strategic focus underscores the category's importance, as it is a significant revenue stream for both retailers.
Pricing & Discounts
Macy's median discount falls short in comparison to Kohl's, resulting in Kohl's offering more competitive prices.
While Macy's exhibits a notably higher overall average price than Kohl's, the median price reveals that the disparity is less substantial than it might initially appear. This suggests that Macy's offers certain premium, high-priced products that Kohl's does not have, which contributes to the higher average price at Macy's.
Out-of-stock Pricing
Macy's maintains a slightly higher in-stock median price, which remains consistent compared to its overall median price. The same applies to Kohl's, with its in-stock median price aligning with its overall median price.
Macy's and Kohl's experience lower median prices and higher median discounts for their overall out-of-stock products. These more attractive discounts and lower prices often indicate high sales velocity, which can lead to stockouts. Brands that offer such competitive prices could enhance their inventory management by closely monitoring the sales velocity to avoid stockouts and maintain optimal product availability.
Topmost Categories
Macy's and Kohl's allocate a significant portion of their products to the apparel category. Notably, the T-shirts and Tops category boasts the highest number of SKUs on both retailers' websites.
Macy's and Kohl's exhibit a noticeable difference in their median pricing. For Macy's, the apparel segment follows a similar pattern to its average, with lower median-priced and higher median-discounted products being out-of-stock. This suggests a higher sales velocity for low-priced (and highly discounted) apparel, resulting in subsequent stockouts.
Final Outcomes
Despite Macy's having approximately 25% more products than Kohl's, both retailers employ similar strategies to compete in the market. While their distribution of products in the fashion category is similar, the differentiation lies in how they focus on specific fashion subcategories.
Both retailers strongly prefer the t-shirts and tops subcategory, but Kohl's displays a more aggressive product distribution within this segment than Macy's. The data indicates that higher discounts and lower prices directly correlate with stockouts, possibly due to the increased sales velocity for these products.
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