Target thinks the future of e-commerce is its stores ...Middle East

Quartz - Economy
Target thinks the future of e-commerce is its stores
A few years back, as Target thought about the future of its digital business, it saw a few possibilities for growing online sales, which it knew would only grow in importance.Target could have followed the conventional wisdom at the time, which would have entailed building an expensive network of e-commerce fulfillment centers, CEO Brian Cornell said on an earnings call today to discuss the company’s 2020 results. But the economics of this option were terrible, he said, and it didn’t seem scalable. So Target took another route: It focused on making stores the cornerstone of its digital sales, using them as the fulfillment centers for shipping items, or where customers could pick up their onl

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