Target has remained competitive with ecommerce giants by investing in new digital initiatives to drive online sales.
As consumers increasingly take their shopping online, brick-and-mortar retailers have had to make serious adjustments to remain competitive: cutting in-store costs, strengthening their digital presences, and even shuttering store locations. Yet even with these measures, major ecommerce retailers like Amazon continue to encroach on their territory. With Amazon's recent purchase of Whole Foods, for example, consumers will soon be able to buy quality groceries online at a significantly lower cost, threatening smaller grocery chains and local stores that simply can’t compete with Amazon’s promise of convenience, speedy delivery, and extensive stock.
So where do traditional big box stores fit into this already crowded ecommerce landscape? Target is one major retailer that has successfully diversified its offerings and moved into the digital realm with its innovative approach.