The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Target Technology

Has Target hit the bullseye with its e-commerce execution?

By James Hammersley, founding partner

September 5, 2016 | 2 min read

US discount store Target this month declared a second quarter earnings fall of 9.7 per cent, an announcement softened by a 16 per cent increase in digital channel sales.

Target store

/ JeepersMedia

This might sound impressive but the latest figures released by the US Government suggested that the year on year growth for the online retail market as a whole was c. 16 per cent. Target, it seems, did no better than the average.

In an industry that is under intense pressure, The Drum’s Mystery Shopper asks whether Target can improve its online performance to start to outperform the market.

We have compared the online performance of Target to that of four of its closest competitors: Walmart, Kohl’s, Kmart and JCPenney.

Target image by JeepersMedia

Target Technology

More from Target

View all


Industry insights

View all
Add your own content +