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MINNEAPOLIS — Target Corp. is offering free shipping on all online purchases through December 20 as the centerpiece of its strategy for the end-of-year holiday season.
Target Corp. is offering free shipping on all online purchases through December 20 as the centerpiece of its strategy for the end-of-year holiday season.
The retailer is also betting that increased advertising and 35,000 new items will add excitement for shoppers and boost traffic.
"Our value proposition will be unrivaled, with compelling promotions and an exceptional shopping experience online and in our stores," says Brian Cornell, who took over as Target’s chief executive officer in August.
Target could use a strong holiday season; its same-store sales have been flat or down in four of the past six quarters. And last year’s holiday season turned into a nightmare for the company after cyberthieves compromised the credit card accounts of 40 million customers.
Recent consumer surveys have found a range of consumer reactions — from blasé to highly concerned — to security breaches. A survey released this week by CreditCards.com suggests that almost half of Americans are likely to avoid shopping at stores that were affected by data breaches over the past year.
Target’s offer of free shipping on all online orders differentiates the retailer from rival Walmart, which offers free shipping on online orders of $50 or more.
Target this week unveiled a partnership with designer David Stark to transform the stores for the holidays. The merchandise mix will feature trendy, affordable designs in home and apparel, as the company seeks to reclaim its cheap-chic reputation.
The company is boosting its spending on digital initiatives for the holidays, including social media campaigns that reward shoppers for posting photos while they’re shopping in a Target store.
Target’s coupon app, Cartwheel, will feature a new toy at 50% off every day through Christmas Eve. And Target’s iPad app lets young customers shop a virtual catalog like a game, adding products to a wish list parents can then order directly from the app.
