Target gets a head start on holiday strategy
Target’s One-Day sale appears to be a test of the retailer’s omnichannel capabilities ahead of the holiday season.
The company held a One-Day sale in response to Amazon’s Prime Day, with day-long deals on a broad assortment of Target-exclusive brands and top national brands. Target said it was the biggest e-commerce day so far for the company.
The promotion comes a few months after Target announced initiatives to improve its omnichannel capabilities. Target has been expanding free two-day delivery and curbside pickup services. CEO Brian Cornell has said that Target is working on making two-day shipping the norm for all online orders.
The One-Day Sale event featured Target’s new two-day free shipping policy. Guests with a Target REDcard received free two-day shipping on most items, and those who did not were eligible for free two-day shipping with a purchase of $35 or more. The company announced that 90 percent of purchases will be shipped directly from Target stores across the country to the doorsteps of shoppers.
According to Target’s last Q4 report, the percentage of online ordering fulfilled by stores was 70 percent.