Digital sales have seen robust growth for Target in the third quarter. CEO and chairman Brian Cornell said during a third quarter earnings call that digital sales grew more than 26% and has grown more than 20% year-to-date.
Cornell said Target has devoted significant capital to improve the digital experience, increase reliability and create additional capacity.
The Wall Street Journal reported that Target has had trouble going up against rivals like Walmart and Amazon when it comes to ecommerce. In September, Cornell eliminated its chief digital officer role four months after appointing Jason Goldberger to the newly created position.
“This quarter we ran a promotion in which among other things, we ran a stress test of our systems in advance of the fourth quarter,” said Cornell.
Cornell said the promotion was an unprecedented and compelling offer to consumers, giving shoppers 10% off Target’s entire assortment both in stores and online.
“As you’d expect the offer drove strong traffic and sales in all channels, but our digital comp on the day was particularly high,” said Cornell.
In the midst of the very strong surge in online traffic, Cornell said Target’s system performed well, providing valuable insights as it prepares for the holiday season.
“Last year to support our strategic investments and Target digital capabilities, supply chain and store experience, we launched a comprehensive cost-savings effort to free up resources and create capacity and our team as really delivered,” said Cornell.