How Target is Evolving for Retail’s Digital Future

By Joe Keenan

In an interview at the eTail West conference in Palm Springs, Calif., this morning, Bruce Starnes, vice president, digital solutions, Target, addressed how the big-box retailer is evolving its business to thrive in a changing retail environment. Starnes was interviewed by Jenny Kaplan, consumer goods reporter for Bloomberg.

Our overarching goal is to bring joy to our guests’ lives, Starnes said. The role of digital is to support that corporate goal. Starnes identified three ways that Target is trying to do that: bringing its assortment to life; making it as easy and convenient as possible to shop with Target; and using its stores as a hub.

“We weren’t that great at digital when we started,” admitted Starnes. “We had to learn it as a traditional retailer. We started having some successes — after a lot of mistakes — and then the company started investing.”

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Joe Keenan Author's page Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.