• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?

2

A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'

3

New York City women are making up to $30,000 per month by renting out their closets to strangers

1

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?

2

A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'

3

New York City women are making up to $30,000 per month by renting out their closets to strangers
Retail

Target Lays Out Multi-Billion Dollar E-Commerce Plan

Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
March 2, 2016, 3:57 PM ET
Photograph by Getty Images
Add Fortune on Google for similar content.

Target (TGT) dodged a bullet over Christmas.

The discount retailer reported a 34% increase in online sales during the holiday season, re-accelerating the pace of growth after it slowed down in preceding quarters.

Still, for the year, Target’s e-commerce rose only 31%, well below the 40% CEO Brian Cornell promised Wall Street a year ago. And that was despite spending about $1.4 billion in 2015 on tech.

So to make sure that online sales growth doesn’t slow again, Target is beefing up its tech spending even further. It plans to spend close to $1.8 billion this year on capital projects, with the bulk going to e-commerce and supply chain improvements, as well as in-store improvements, company executives said at Target’s annual meeting with Wall Street analysts. (Last year, the plan had been to spend about as much on tech as on things like new stores and remodeling.)

What’s more, Target will ramp that up even more, spending some $2 billion a year at least starting in 2017.

“So are we declaring victory?” Target CEO Brian Cornell said. “Not even close.” He added: “These are the building blocks of our future.”

Last year was the first in Target’s history it spent more on tech than on purely brick-and-mortar expenses like new stores and remodels. It hired a chief information officer, Mike McNamara, from British grocer Tesco, and this month poached a top Amazon veteran to assist with what Cornell calls the “unsexy” but essential parts of Target’s operations.

One of Cornell’s top priorities is to improve the sometimes clunky target.com site and continue beefing up the mobile shopping app. But there are more prosaic projects for Target, such as improving the reliability of the point-of-sale systems–last year, too many cash registers froze during checkout. (The company has actually pared many of its tech projects to focus on those it thinks will give most band.)

Target’s tech systems were built up at a time when merchandise moved from distribution center to stores. But nowadays, the tech needs to support co-ordinating product that moves between stores as well as with fulfillment centers, customers looking up inventory on a smartphone and the growing use of stores as a way to fill online orders.

And Target has a lot to show for its recent tech investments. The number of online orders Target shoppers picked up in stores grew 60% during the holidays, allowing the retailer to offer more convenience (especially in the last two days before Christmas when many would hesitate to order from Amazon.) What’s more, 40% of online orders picked up in store or shipped from a store were items that were out of stock at Target’s main distribution facilities.

The tech is also helping Target keep a better handle on merchandise levels. Operations chief John Mulligan told the Wall Street analysts that there were 40% fewer merchandise out-of-stocks during the holiday season.

“When you talk to our guests, the number-one pain point is that we’re out of stock,” Mulligan said.

The discount chain’s chief rival, Walmart, (WMT) saw its e-commerce rise a modest 8% during the holiday quarter, continuing a trend of smaller and smaller increases and raising fears its web sales were already plateauing, a worrisome development considering Amazon.com’s continued fast growth. (AMZN)

So Target will keep ramping it up. Last year, comparable sales at Target rose 2.1% and it expects as much as 2.5% this year.

In front of a Wall Street audience, Target’s brass said it is aiming for 3% per year starting in 2017, a lofty goal in a tough retail climate. And that makes tech spending all the more important.

About the Author
Phil Wahba
By Phil WahbaSenior Writer
LinkedIn iconTwitter icon

Phil Wahba is a senior writer at Fortune primarily focused on leadership coverage, with a prior focus on retail.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Retail

erling
Arts & EntertainmentJD Sports Fashion
The Erling Haaland boom: Norway’s ‘pop-up economy’ during the World Cup revealed in Visa data
By Catherina GioinoJuly 28, 2026
3 hours ago
arnault
C-SuiteLVMH
Bernard Arnault is denying a family rift—and any kind of real-life Succession. LVMH earnings tell a stranger story
By Mia OsmonbekovJuly 28, 2026
6 hours ago
kfc
RetailAuction
‘He did wear clip-ons’: KFC founder Colonel Sanders’ pressure cooker, bow ties, former home up for auction
By Dylan Lovan and The Associated PressJuly 28, 2026
9 hours ago
No. 1 on the Fortune Global 500: Amazon’s Jeff Bezos on how his garage startup became the largest company in the world by revenue
MagazineAmazon
No. 1 on the Fortune Global 500: Amazon’s Jeff Bezos on how his garage startup became the largest company in the world by revenue
By Kristin StollerJuly 28, 2026
13 hours ago
magic
RetailMillennials
What Magic: The Gathering’s record year reveals about America’s stalled adulthood economy
By Nick LichtenbergJuly 27, 2026
1 day ago
cb
C-SuiteRestaurants
Cracker Barrel CEO steps down nearly a year after logo change inflamed Trump country
By Dee-Ann Durbin and The Associated PressJuly 27, 2026
1 day ago

Most Popular

Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?
C-Suite
Why did a $154 billion CEO just endorse stripping most Americans of voting rights—and taking us back to the 19th century?
By Nick LichtenbergJuly 27, 2026
1 day ago
A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'
Success
A Nobel economist challenged Elon Musk to donate his entire $1T fortune by 2036. Musk's reply: 'I am actually going to do something along these lines'
By Sydney LakeJuly 27, 2026
1 day ago
New York City women are making up to $30,000 per month by renting out their closets to strangers
Retail
New York City women are making up to $30,000 per month by renting out their closets to strangers
By Sarah GlodekJuly 27, 2026
2 days ago
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
3 days ago
LeBron James took a pay cut to maybe live in New York and commute to Philly by chopper, risking double taxation as NYC also tries to ban helicopters
Real Estate
LeBron James took a pay cut to maybe live in New York and commute to Philly by chopper, risking double taxation as NYC also tries to ban helicopters
By Catherina GioinoJuly 27, 2026
24 hours ago
I've been teaching college students for decades. Most of them can no longer finish a book
Commentary
I've been teaching college students for decades. Most of them can no longer finish a book
By Austin SaratJuly 26, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.