Hardware Retailing

MAY 2017

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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HARDWARE RETAILING | May 2017 88 Target Today 360 Target has been making efforts to push back against e-commerce competitors by investing in fulfillment capabilities at about 25 percent of its total retail locations, Cornell shared in February. In those stores, back rooms serve as online order fulfillment centers. The company's online sales were less than 5 percent of total sales in 2016, but are growing, according to the Target 2016 Annual Report. Brick-and-mortar store sales were down for the past few quarters, but digital sales grew more than 30 percent, the company reports. Mobile Apps and an Integrated Shopping Experience Target.com continues to be a focus for Target, as is an emphasis on mobile selling because of how frequently customers are shopping on mobile devices. In June 2016, the retailer unveiled an updated Target.com, which provides a consistent and unified experience, no matter where a customer browses. In addition, the company has created a variety of apps to help customers shop conveniently. One of them, the coupon app Cartwheel, has become a popular way for consumers to save money at stores. Launched in 2013, Cartwheel has saved customers nearly $500 million, according to an April 2016 press release from Target. The app provides store maps to show customers where in the store they can find discounted items. Shoppers can also get emails and push notifications about special deals. Target doesn't currently offer mobile payment options in retail locations. But chief information and digital officer Michael McNamara told tech news source Recode that the retailer plans to introduce mobile pay features on one or more of its apps eventually. Doing so would be following the lead of retailers like Walmart and Kohl's, which now offer their own mobile payment features that compete with Apple Pay and other payment apps.

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