May 17, 2017
There’s a leaner online presence on the horizon for Target. The Minnesota-based retailer is refocusing on building a better store experience designed to attract more foot traffic. The company believes shoppers will spend more time in stores if given a reason to do so.
The company plans to to invest $7 billion over the next three years on store improvements, introducing exclusive brands, and enhancing digital and supply-chain capabilities.
Recent online changes include revamping e-commerce projects, jettisoning an in-house startup, new initiatives to save on shipping costs, cutting ties with digital partners, developing programs of its own, and not doing deals with others.
Target isn’t completely abandoning online sales, which accounted for just 4.4% of total sales last year. Select digital initiatives will move forward, such as a program being tested where customers fill up a box for delivery within two days for a flat fee.
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