塔吉特(Target)本周公布了业绩出色的一个季度。该公司推出的当日订单配送和检索服务,让备受疫情折磨的购物者可以在停车场自提货物,或者通过其他方式避免去店内购物,这些措施使该零售商的在线销售额增加了近两倍。
塔吉特宣布,截至8月1日的季度可比销售额增长了24%,是公司58年历史上表现最好的一个季度,而且是今年第一季度可比销售额增长速度的两倍。塔吉特通过销售食品杂货和办公用品,被视为是一家必要零售商,推动了业绩的增长。另外,公司通过技术投资,整合了门店与电子商务,使该季度的在线销售额增长了195%。约有1,000万美国人第一次在塔吉特电子商务网站上购物。
但塔吉特本季度能取得如此亮眼的业绩,主力是其1,900家门店。近几年,塔吉特投入了数十亿美元改造门店,用于处理在线订单,或者方便购物者在门店检索在线订单。
塔吉特的开车自提服务、店内自提服务或同日Shipt服务的季度使用量接近翻了两番,这证明了实体店对于电子商务的重要性。另外,门店降低了发货成本,提高了电子商务业务的盈利能力。塔吉特的利润增长了81%。
过去三年,塔吉特发布了大批备受欢迎的新商店品牌,成功吸引了人们前来购物,使这些门店的销售额增长了超过10%。塔吉特高管表示,这主要得益于食品、电子产品和家居用品这些通常能提升客流量的产品的销售额大增。
当梅西百货(Macy’s)和科尔士百货(Kohl’s)等以服装为主的连锁零售商处境堪忧的时候,塔吉特的服装销售却强势反弹。
塔吉特的首席执行官布莱恩•康奈尔在简报会上告诉记者,他预计从疫情爆发至今,塔吉特所有品类的销售额比其他零售商多出50亿美元,在此期间已经有44家零售商申请破产保护,梅西百货等零售商则关闭了数十家门店。
塔吉特表示,由于顾客购买的居家办公用品和视频游戏增加,因此电子产品的销售额增长了70%。家居用品和化妆品的销售额增长超过20%,食品增长20%,塔吉特终于在食品领域站稳脚跟。塔吉特的食品杂货品牌Good & Gather推出不到一年时间,其价值已经达到了十亿美元。
康奈尔在电话会议中表示:“在当前的环境下,我们所有品类的表现都非常出色。”康奈尔称,美国政府的刺激计划结束之后,沃尔玛(Walmart)的增长速度明显放缓,但塔吉特“依旧保持强势增长的势头”,其8月的可比销售额至少增长了10%。
塔吉特的季度总收入达到229亿美元,其中在线业务收入39亿美元,公司去年同期的总收入为184亿美元。消费者越来越倾向于合并去实体店购物的行程,希望一次性买齐所需的物品,并最大程度减少在店内逗留的时间,这种购物习惯的改变令塔吉特和沃尔玛等连锁零售商受益匪浅。
GlobalData Retail的总经理尼尔•桑德斯在一篇研究报告中写道:“塔吉特确立了一种有粘性的品牌定位,这意味着顾客会开心地购买多种品类的商品,使塔吉特可以提高其‘钱包份额’。”
截至目前,塔吉特的灵活性在疫情期间成效显著,而且随着新学年的开始和节日季来临,消费者行为的不确定性会继续存在,因此塔吉特依旧需要充分发挥其灵活性。康奈尔说,返校季销售开始时增长缓慢,而且难以掌控。他说有数据表明66%的学生将以远程学习的方式开始新学期。
他告诉记者:“今天坐在这里,我并不知道30天后这个数字会是6%还是96%。所以我们必须要灵活应对,要能顺应形势的变化。”到目前为止,塔吉特能够取得前所未有的成功,原因已经非常明了。(财富中文网)
译者:Biz
塔吉特(Target)本周公布了业绩出色的一个季度。该公司推出的当日订单配送和检索服务,让备受疫情折磨的购物者可以在停车场自提货物,或者通过其他方式避免去店内购物,这些措施使该零售商的在线销售额增加了近两倍。
塔吉特宣布,截至8月1日的季度可比销售额增长了24%,是公司58年历史上表现最好的一个季度,而且是今年第一季度可比销售额增长速度的两倍。塔吉特通过销售食品杂货和办公用品,被视为是一家必要零售商,推动了业绩的增长。另外,公司通过技术投资,整合了门店与电子商务,使该季度的在线销售额增长了195%。约有1,000万美国人第一次在塔吉特电子商务网站上购物。
但塔吉特本季度能取得如此亮眼的业绩,主力是其1,900家门店。近几年,塔吉特投入了数十亿美元改造门店,用于处理在线订单,或者方便购物者在门店检索在线订单。
塔吉特的开车自提服务、店内自提服务或同日Shipt服务的季度使用量接近翻了两番,这证明了实体店对于电子商务的重要性。另外,门店降低了发货成本,提高了电子商务业务的盈利能力。塔吉特的利润增长了81%。
过去三年,塔吉特发布了大批备受欢迎的新商店品牌,成功吸引了人们前来购物,使这些门店的销售额增长了超过10%。塔吉特高管表示,这主要得益于食品、电子产品和家居用品这些通常能提升客流量的产品的销售额大增。
当梅西百货(Macy’s)和科尔士百货(Kohl’s)等以服装为主的连锁零售商处境堪忧的时候,塔吉特的服装销售却强势反弹。
塔吉特的首席执行官布莱恩•康奈尔在简报会上告诉记者,他预计从疫情爆发至今,塔吉特所有品类的销售额比其他零售商多出50亿美元,在此期间已经有44家零售商申请破产保护,梅西百货等零售商则关闭了数十家门店。
塔吉特表示,由于顾客购买的居家办公用品和视频游戏增加,因此电子产品的销售额增长了70%。家居用品和化妆品的销售额增长超过20%,食品增长20%,塔吉特终于在食品领域站稳脚跟。塔吉特的食品杂货品牌Good & Gather推出不到一年时间,其价值已经达到了十亿美元。
康奈尔在电话会议中表示:“在当前的环境下,我们所有品类的表现都非常出色。”康奈尔称,美国政府的刺激计划结束之后,沃尔玛(Walmart)的增长速度明显放缓,但塔吉特“依旧保持强势增长的势头”,其8月的可比销售额至少增长了10%。
塔吉特的季度总收入达到229亿美元,其中在线业务收入39亿美元,公司去年同期的总收入为184亿美元。消费者越来越倾向于合并去实体店购物的行程,希望一次性买齐所需的物品,并最大程度减少在店内逗留的时间,这种购物习惯的改变令塔吉特和沃尔玛等连锁零售商受益匪浅。
GlobalData Retail的总经理尼尔•桑德斯在一篇研究报告中写道:“塔吉特确立了一种有粘性的品牌定位,这意味着顾客会开心地购买多种品类的商品,使塔吉特可以提高其‘钱包份额’。”
截至目前,塔吉特的灵活性在疫情期间成效显著,而且随着新学年的开始和节日季来临,消费者行为的不确定性会继续存在,因此塔吉特依旧需要充分发挥其灵活性。康奈尔说,返校季销售开始时增长缓慢,而且难以掌控。他说有数据表明66%的学生将以远程学习的方式开始新学期。
他告诉记者:“今天坐在这里,我并不知道30天后这个数字会是6%还是96%。所以我们必须要灵活应对,要能顺应形势的变化。”到目前为止,塔吉特能够取得前所未有的成功,原因已经非常明了。(财富中文网)
译者:Biz
Target reported a monster quarter on Monday, as online sales nearly tripled thanks to the retailer's array of same-day order delivery and retrieval services that gave pandemic-weary shoppers ways to pick up goods in parking lots and other alternatives to going to the store.
The retailer said comparable sales rose 24% in the quarter ended Aug. 1, by far the best performance in the 58-year-old company's history, and twice the rate as the year's first quarter. It helped that Target has been deemed an essential retailer by selling groceries and staples. But the company has also helped itself by investing in tech to integrate stores and e-commerce, helping online sales rise 195% in the quarter. Some 10 million Americans shopped on Target's e-commerce site for the first time.
But its 1,900 stores played in starring role in Target's blockbuster quarter. Target in recent years has spent billions to equip stores to ship online orders or make it easier to have shoppers come and retrieve them.
The use of Target's drive-up, in-store, or same-day Shipt services nearly quadrupled during the quarter, showing how crucial its stores are to its e-commerce as well. And they also help make e-commerce more profitable by reducing shipping costs. Target's profit rose 81%.
Target, which has launched a panoply of popular new store brands in the past three years, also had success getting people to shop in its stores, where sales rose more than 10%. Target executives pointed to big gains in categories such as food, electronics, and home goods, items that typically foster in-store visits.
And in a worrisome development for apparel-heavy chains like Macy's and Kohl's, Target's clothing sales rebounded strongly.
Target CEO Brian Cornell told reporters on a briefing he estimates the company won $5 billion in sales from other retailers in all categories since the pandemic started, a time that has seen 44 retailers file for bankruptcy protection and others like Macy's close dozens of stores.
The company said electronics sales were up 70% as customers bought home-office items and video games. Home goods and beauty product sales rose more than 20%, while food, an area in which Target is finally finding its footing, growth was about 20%. Its Good & Gather grocery line has become a billion-dollar brand less than a year after its launch.
"In the current environment, each of our categories are performing very well," Cornell said on the call. And unlike Walmart, which pointed to a marked slowdown in growth when government stimulus checks stopped, Target "continued to see strong growth," Cornell said, with comparable sales in August up at least 10%.
Target total revenue reached $22.9 billion in the quarter, including $3.9 billion online, compared with $18.4 billion in the same quarter last year. Chains like Target and Walmart are benefiting from consumers' growing tendency to consolidate shopping trips to stores where they can buy everything and minimize time in stores.
"Target has developed a proposition that is cohesive, which means its guests will happily shop multiple (product) categories, allowing Target to maximize its share of wallet," Neil Saunders, managing director of GlobalData Retail, wrote in a research note.
Target's flexibility has served it well so far in the pandemic, and the company will need to tap into that as uncertainty around consumer behavior is likely to continue into the new school year and the holiday season. Cornell said back-to-school sales, off to a slow start, were hard to get a handle on. He noted that some data suggest 66% of students are starting the school year remotely.
"Sitting here today, I don’t know if 30 days from now that number is going to be 6% or 96%," he told reporters. "So we’ve got to be flexible, we’ve got to be adaptable." Thus far, Target has been, explaining its record-setting success.