{"id":12870,"date":"2020-04-29T23:02:58","date_gmt":"2020-04-30T03:02:58","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/covid-a-massive-distraction-or-an-opportunity-to-capture-online-market-share-for-target\/"},"modified":"2020-04-29T23:08:10","modified_gmt":"2020-04-30T03:08:10","slug":"covid-a-massive-distraction-or-an-opportunity-to-capture-online-market-share-for-target","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/covid-a-massive-distraction-or-an-opportunity-to-capture-online-market-share-for-target\/","title":{"rendered":"COVID: A massive distraction or an opportunity to capture online market share for Target?"},"content":{"rendered":"<p><span style=\"font-weight: 400\">The retail industry has been going through tough times since the Great Recession and for many retailers, COVID-19 might be the final nail in the coffin. As the lists of winners and losers in retail are sorted out, a few companies have nearly secured their position at the top, and Target is one of them.\u00a0<\/span><\/p>\n<p><strong>COVID&#8217;s Impact on Retail<\/strong><\/p>\n<p><span style=\"font-weight: 400\">While originally murky, the guidance for closure of non-essential retailers has allowed stores like Walmart, PetCo and Target to stay open, while TJMaxx, Zara and numerous others have closed. Obviously for any retailer forced to close their doors, COVID\u2019s impact is massive, but for the sake of this piece, we\u2019ll focus on COVID\u2019s impact on retailers who have remained open.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The retailers who have stayed open have been forced to manage a number changes to their procedures to meet regulatory guidance and keep employees safe.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cleaning practices have been greatly enhanced.(1)<\/span><b>\u00a0<\/b><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Elements of the physical stores have needed change. Decals on the floor that help customers practice social distancing are the new normal. Plexiglass barriers that help eliminate contact between cashiers and customers are popping up at check outs near you.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Management is enhancing messaging to consumers to keep panic buying at bay.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Retailers are acutely focused on the health and safety of their employees. They are providing gloves and masks to all employees who are helping the in-store experience. And the media is enforcing this by reporting on COVID cases of store employees.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Finally, changes in the supply change, shifting consumer demand and sales channel shifts are all impacting the retail industry.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Management teams across the world are making daily decisions to navigate all these changes.\u00a0<\/span><\/p>\n<p><strong>Target&#8217;s Pre-COVID Digital Transformation\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400\">Target\u2019s digital transformation, started in 2013, has set them up for success in the current crisis.(2) Over the past 5 years, they have modified parking lots to accommodate a Drive Up service, they created the Target Wallet app that allows for speedy check out and easier store navigation, they\u2019ve enhanced their e-commerce site and in 2017 they acquired Shipt, a home delivery service provider, for $550M, and Grand Junction, to enhance th their delivery and supply chain analytics. Even with hindsight in my favor, I can\u2019t begin to create a more perfect list of tools that enhance Target\u2019s service abilities during this crisis. (3)(4)<\/span><\/p>\n<p><span style=\"font-weight: 400\">For a much more detailed view on Target\u2019s digital transformation pre-COVID, check out this blog post from one of our fellow DIGIT alums!<\/span><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/target-transforms-for-the-digital-age\/\"><span style=\"font-weight: 400\">https:\/\/d3.harvard.edu\/platform-digit\/submission\/target-transforms-for-the-digital-age\/<\/span><\/a><\/p>\n<p><strong>Target&#8217;s Response to COVID<\/strong><\/p>\n<p><span style=\"font-weight: 400\">Target\u2019s response to COVID-19 and their initial results have been received positively. Management acted swiftly yet with great caution, and they are constantly updating procedures to keep the stores open while keeping guests and team members safe.\u00a0<\/span><\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><b>Target Stock Price:\u00a0<\/b><strong>Last 6 months<\/strong><\/span><\/p>\n<h5><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/target-stock-price.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-12866 aligncenter\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/target-stock-price.png\" alt=\"\" width=\"445\" height=\"146\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/target-stock-price.png 759w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/target-stock-price-300x98.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/target-stock-price-600x197.png 600w\" sizes=\"auto, (max-width: 445px) 100vw, 445px\" \/><\/a><\/h5>\n<h5 style=\"text-align: center\"><span style=\"font-weight: 400\">Source: Google Finance<\/span><\/h5>\n<p><span style=\"font-weight: 400\">In this Masters of Scale podcast(1), Brian Cornell, CEO of Target, discusses the changes they are making and says, <\/span><span style=\"font-weight: 400\">\u201c<\/span><span style=\"font-weight: 400\">No one knows what will happen, but by putting my team first, I am putting the customer first \u2013 and serving the larger community.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/podcasts.google.com\/?feed=aHR0cHM6Ly9yc3MuYXJ0MTkuY29tL21hc3RlcnMtb2Ytc2NhbGU&amp;episode=Z2lkOi8vYXJ0MTktZXBpc29kZS1sb2NhdG9yL1YwL25WdGRxUFNobUxXMEdPSjRrRlBfcDJhLVM2bTAtSUlJVV9JeUdsa0ZDWXc&amp;hl=en&amp;ved=2ahUKEwi76K-arYzpAhWiHTQIHZGcD3UQjrkEegQICBAE&amp;ep=6\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12867\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/podcast.png\" alt=\"\" width=\"189\" height=\"202\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/podcast.png 497w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/podcast-281x300.png 281w\" sizes=\"auto, (max-width: 189px) 100vw, 189px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">In case a 25 minute podcast isn\u2019t in the cards today, Target\u2019s website details the changes they have made to all stores:\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-12868 alignnone\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes-1024x332.png\" alt=\"\" width=\"640\" height=\"208\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes-1024x332.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes-300x97.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes-768x249.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes-600x195.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Changes.png 1452w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<h5><span style=\"font-weight: 400\">Source: corporate.target.com(5)<\/span><\/h5>\n<p><span style=\"font-weight: 400\">Rolling out this many changes to nearly 1,900 stores and 350,000 team members in a matter of days if not hours, has been a tremendous undertaking, redirecting management time and resources away from other long-term strategic projects.(6) Management has reported the following changes to their original 2020 plans: reducing store remodels from 300 to 130, reducing store openings from 36 to 15-20, and enhancements to the Drive Up service are temporarily paused. (7)\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">And these are only the changes that impact customers. In addition, Target has been a leader in moves to enhance employee pay and benefits. In mid-March, Target announced a $2\/hour pay increase for employees that has now been extended through the end of May in addition to a number of other enhancements to employees benefits, resulting in a $300M investment.(8)<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, amidst mounting expenses and delayed plans, changing consumer preferences and habits may be a silver lining in all of this. In fiscal year 2019, Target\u2019s strong online experience was generating just 9% of sales.(9) In Target\u2019s April 23rd update, management reported more than 100% growth in digital channels! That\u2019s more growth than they have seen since 2017.\u00a0<a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-12869 alignnone\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales-1024x111.png\" alt=\"\" width=\"640\" height=\"69\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales-1024x111.png 1024w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales-300x32.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales-768x83.png 768w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales-600x65.png 600w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2020\/04\/Digital-Sales.png 1149w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/span><\/p>\n<h5><span style=\"font-weight: 400\">Source: Target 2019 10-K<\/span><\/h5>\n<p><span style=\"font-weight: 400\">Unfortunately, financial results won\u2019t come with rainbows and chocolates for Target this quarter due to COVID-related expenses and margin compression as spending shifts to lower margin goods (food and essentials) and away from higher margin apparel and accessories. However, meaningfully shifting consumers to Target\u2019s digital channels may set them up to better compete with Amazon (we know how hard that is!) and emerge from this crisis in a stronger position to tackle the long-term trend retail has been struggling with for a decade. Unfortunately for Target, this likely means accepting they will be managing customers who are multihoming, but Target needs to take the opportunity to make multihoming worthwhile! This is the biggest bright spot in my mind.\u00a0<\/span><\/p>\n<p><strong>Unknowns and Further Changes Needed\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400\">As in any crisis, the evolving situation must be managed with care, and Target shouldn\u2019t start counting their chickens just yet. In the near term, COVID cases among Target store team members continue to emerge. Threats of strikes at Walmart and Amazon must have Target management on their toes. And the next wave of supply chain disruption is top of mind in the past few days. Each of these elements not only require management\u2019s full attention, but also Target\u2019s responses impact how consumers view them on a go forward basis.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Continuing to manage the myriad of challenges may take management focus away from that one bright spot: helping the transition to online stick in the long term. And I believe there should be a huge effort over the next few months to ensure that every digital adapter is having an experience they are excited by and want to come back to, virus or no virus. Setting up a culture of rapid experimentation to learn from first time and dedicated users of Target\u2019s digital channels may seem like a far-fetched idea given everything we\u2019ve discussed, but if they don\u2019t seize this opportunity, they may not get another chance.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Sources\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">(1) <\/span><span style=\"font-weight: 400\">Special: Target\u2019s Brian Cornell: \u201cI want to see retail survive this\u201d<\/span><a href=\"https:\/\/podcasts.google.com\/?feed=aHR0cHM6Ly9yc3MuYXJ0MTkuY29tL21hc3RlcnMtb2Ytc2NhbGU&amp;episode=Z2lkOi8vYXJ0MTktZXBpc29kZS1sb2NhdG9yL1YwL25WdGRxUFNobUxXMEdPSjRrRlBfcDJhLVM2bTAtSUlJVV9JeUdsa0ZDWXc&amp;hl=en&amp;ved=2ahUKEwi76K-arYzpAhWiHTQIHZGcD3UQjrkEegQICBAE&amp;ep=6\"><span style=\"font-weight: 400\">https:\/\/podcasts.google.com\/?feed=aHR0cHM6Ly9yc3MuYXJ0MTkuY29tL21hc3RlcnMtb2Ytc2NhbGU&amp;episode=Z2lkOi8vYXJ0MTktZXBpc29kZS1sb2NhdG9yL1YwL25WdGRxUFNobUxXMEdPSjRrRlBfcDJhLVM2bTAtSUlJVV9JeUdsa0ZDWXc&amp;hl=en&amp;ved=2ahUKEwi76K-arYzpAhWiHTQIHZGcD3UQjrkEegQICBAE&amp;ep=6<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/28\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(2) Target to pay $18.5M for 2013 data breach that affected 41 million consumers, <\/span><a href=\"https:\/\/www.usatoday.com\/story\/money\/2017\/05\/23\/target-pay-185m-2013-data-breach-affected-consumers\/102063932\/\"><span style=\"font-weight: 400\">https:\/\/www.usatoday.com\/story\/money\/2017\/05\/23\/target-pay-185m-2013-data-breach-affected-consumers\/102063932\/<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/28\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(3) Target Transforms for the Digital Age, <\/span><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/target-transforms-for-the-digital-age\/\"><span style=\"font-weight: 400\">https:\/\/d3.harvard.edu\/platform-digit\/submission\/target-transforms-for-the-digital-age\/<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/28\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(4) Target&#8217;s standout performance during COVID-19 aided by digital decisions made in 2017, <\/span><a href=\"https:\/\/www.zdnet.com\/article\/targets-standout-performance-during-covid-19-aided-by-digital-decisions-made-in-2017\/\"><span style=\"font-weight: 400\">https:\/\/www.zdnet.com\/article\/targets-standout-performance-during-covid-19-aided-by-digital-decisions-made-in-2017\/<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/27\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(5) Target\u2019s Coronavirus Response, <\/span><a href=\"https:\/\/corporate.target.com\/about\/purpose-history\/our-commitments\/target-coronavirus-hub\"><span style=\"font-weight: 400\">https:\/\/corporate.target.com\/about\/purpose-history\/our-commitments\/target-coronavirus-hub<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/27\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(6) all about Target, <\/span><a href=\"https:\/\/corporate.target.com\/about\"><span style=\"font-weight: 400\">https:\/\/corporate.target.com\/about<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/28\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(7) Target Provides Business Update Related to COVID-19,<\/span><\/p>\n<p><a href=\"https:\/\/corporate.target.com\/press\/releases\/2020\/03\/target-business-update\"><span style=\"font-weight: 400\">https:\/\/corporate.target.com\/press\/releases\/2020\/03\/target-business-update<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/27\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(8) Target Extends Enhancements to Pay and Benefits and Provides COVID-19 Business Update, <\/span><a href=\"https:\/\/corporate.target.com\/press\/releases\/2020\/04\/Target-Extends-Enhancements-to-Pay-and-Benefits-an\"><span style=\"font-weight: 400\">https:\/\/corporate.target.com\/press\/releases\/2020\/04\/Target-Extends-Enhancements-to-Pay-and-Benefits-an<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/27\/20<\/span><\/p>\n<p><span style=\"font-weight: 400\">(9) Form 10-K <\/span><a href=\"https:\/\/investors.target.com\/static-files\/f3ac06a7-c251-42ad-8888-4977acd43a0c\"><span style=\"font-weight: 400\">https:\/\/investors.target.com\/static-files\/f3ac06a7-c251-42ad-8888-4977acd43a0c<\/span><\/a><span style=\"font-weight: 400\">, accessed 4\/27\/20<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The retail industry has been going through tough times since the Great Recession and for many retailers, COVID-19 might be the final nail in the coffin. As the lists of winners and losers in retail are sorted out, a few [&hellip;]<\/p>\n","protected":false},"author":11568,"featured_media":12871,"comment_status":"open","ping_status":"closed","template":"","categories":[2849,1212,2876,962],"class_list":["post-12870","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-covid-19","category-multihoming","category-online-sales","category-target","hck-taxonomy-organization-target","hck-taxonomy-industry-retail","hck-taxonomy-country-united-states"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/digital-innovation-and-transformation-during-the-covid-19-pandemic\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>COVID: A massive distraction or an opportunity to capture online market share for Target? - Digital Innovation and Transformation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-digit\/submission\/covid-a-massive-distraction-or-an-opportunity-to-capture-online-market-share-for-target\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"COVID: A massive distraction or an opportunity to capture online market share for Target? - Digital Innovation and Transformation\" \/>\n<meta property=\"og:description\" content=\"The retail industry has been going through tough times since the Great Recession and for many retailers, COVID-19 might be the final nail in the coffin. 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