Although he declined to provide specifics, saying that he would prefer to wait until the company's next earnings release on Jan. 30, Schultz said the company will now zero in on the customer experience by offering new products and more store design elements. He noted that much of the innovation that has taken place so far has been an extension of what the company already offers to its customers. "When you've succeeded for so long, you go a little soft," he said. Schultz said that changes need to be made to order to re-energize the company. "We are at that point," he said.