塔吉特(Target)本周公布了業績出色的一個季度。該公司推出的當日訂單配送和檢索服務,讓備受疫情折磨的購物者可以在停車場自提貨物,或者通過其他方式避免去店內購物,這些措施使該零售商的在線銷售額增加了近兩倍。
塔吉特宣布,截至8月1日的季度可比銷售額增長了24%,是公司58年歷史上表現最好的一個季度,而且是今年第一季度可比銷售額增長速度的兩倍。塔吉特通過銷售食品雜貨和辦公用品,被視為是一家必要零售商,推動了業績的增長。另外,公司通過技術投資,整合了門店與電子商務,使該季度的在線銷售額增長了195%。約有1,000萬美國人第一次在塔吉特電子商務網站上購物。
但塔吉特本季度能取得如此亮眼的業績,主力是其1,900家門店。近幾年,塔吉特投入了數十億美元改造門店,用于處理在線訂單,或者方便購物者在門店檢索在線訂單。
塔吉特的開車自提服務、店內自提服務或同日Shipt服務的季度使用量接近翻了兩番,這證明了實體店對于電子商務的重要性。另外,門店降低了發貨成本,提高了電子商務業務的盈利能力。塔吉特的利潤增長了81%。
過去三年,塔吉特發布了大批備受歡迎的新商店品牌,成功吸引了人們前來購物,使這些門店的銷售額增長了超過10%。塔吉特高管表示,這主要得益于食品、電子產品和家居用品這些通常能提升客流量的產品的銷售額大增。
當梅西百貨(Macy’s)和科爾士百貨(Kohl’s)等以服裝為主的連鎖零售商處境堪憂的時候,塔吉特的服裝銷售卻強勢反彈。
塔吉特的首席執行官布萊恩?康奈爾在簡報會上告訴記者,他預計從疫情爆發至今,塔吉特所有品類的銷售額比其他零售商多出50億美元,在此期間已經有44家零售商申請破產保護,梅西百貨等零售商則關閉了數十家門店。
塔吉特表示,由于顧客購買的居家辦公用品和視頻游戲增加,因此電子產品的銷售額增長了70%。家居用品和化妝品的銷售額增長超過20%,食品增長20%,塔吉特終于在食品領域站穩腳跟。塔吉特的食品雜貨品牌Good & Gather推出不到一年時間,其價值已經達到了十億美元。
康奈爾在電話會議中表示:“在當前的環境下,我們所有品類的表現都非常出色。”康奈爾稱,美國政府的刺激計劃結束之后,沃爾瑪(Walmart)的增長速度明顯放緩,但塔吉特“依舊保持強勢增長的勢頭”,其8月的可比銷售額至少增長了10%。
塔吉特的季度總收入達到229億美元,其中在線業務收入39億美元,公司去年同期的總收入為184億美元。消費者越來越傾向于合并去實體店購物的行程,希望一次性買齊所需的物品,并最大程度減少在店內逗留的時間,這種購物習慣的改變令塔吉特和沃爾瑪等連鎖零售商受益匪淺。
GlobalData Retail的總經理尼爾?桑德斯在一篇研究報告中寫道:“塔吉特確立了一種有粘性的品牌定位,這意味著顧客會開心地購買多種品類的商品,使塔吉特可以提高其‘錢包份額’。”
截至目前,塔吉特的靈活性在疫情期間成效顯著,而且隨著新學年的開始和節日季來臨,消費者行為的不確定性會繼續存在,因此塔吉特依舊需要充分發揮其靈活性。康奈爾說,返校季銷售開始時增長緩慢,而且難以掌控。他說有數據表明66%的學生將以遠程學習的方式開始新學期。
他告訴記者:“今天坐在這里,我并不知道30天后這個數字會是6%還是96%。所以我們必須要靈活應對,要能順應形勢的變化。”到目前為止,塔吉特能夠取得前所未有的成功,原因已經非常明了。(財富中文網)
譯者:Biz
塔吉特(Target)本周公布了業績出色的一個季度。該公司推出的當日訂單配送和檢索服務,讓備受疫情折磨的購物者可以在停車場自提貨物,或者通過其他方式避免去店內購物,這些措施使該零售商的在線銷售額增加了近兩倍。
塔吉特宣布,截至8月1日的季度可比銷售額增長了24%,是公司58年歷史上表現最好的一個季度,而且是今年第一季度可比銷售額增長速度的兩倍。塔吉特通過銷售食品雜貨和辦公用品,被視為是一家必要零售商,推動了業績的增長。另外,公司通過技術投資,整合了門店與電子商務,使該季度的在線銷售額增長了195%。約有1,000萬美國人第一次在塔吉特電子商務網站上購物。
但塔吉特本季度能取得如此亮眼的業績,主力是其1,900家門店。近幾年,塔吉特投入了數十億美元改造門店,用于處理在線訂單,或者方便購物者在門店檢索在線訂單。
塔吉特的開車自提服務、店內自提服務或同日Shipt服務的季度使用量接近翻了兩番,這證明了實體店對于電子商務的重要性。另外,門店降低了發貨成本,提高了電子商務業務的盈利能力。塔吉特的利潤增長了81%。
過去三年,塔吉特發布了大批備受歡迎的新商店品牌,成功吸引了人們前來購物,使這些門店的銷售額增長了超過10%。塔吉特高管表示,這主要得益于食品、電子產品和家居用品這些通常能提升客流量的產品的銷售額大增。
當梅西百貨(Macy’s)和科爾士百貨(Kohl’s)等以服裝為主的連鎖零售商處境堪憂的時候,塔吉特的服裝銷售卻強勢反彈。
塔吉特的首席執行官布萊恩?康奈爾在簡報會上告訴記者,他預計從疫情爆發至今,塔吉特所有品類的銷售額比其他零售商多出50億美元,在此期間已經有44家零售商申請破產保護,梅西百貨等零售商則關閉了數十家門店。
塔吉特表示,由于顧客購買的居家辦公用品和視頻游戲增加,因此電子產品的銷售額增長了70%。家居用品和化妝品的銷售額增長超過20%,食品增長20%,塔吉特終于在食品領域站穩腳跟。塔吉特的食品雜貨品牌Good & Gather推出不到一年時間,其價值已經達到了十億美元。
康奈爾在電話會議中表示:“在當前的環境下,我們所有品類的表現都非常出色。”康奈爾稱,美國政府的刺激計劃結束之后,沃爾瑪(Walmart)的增長速度明顯放緩,但塔吉特“依舊保持強勢增長的勢頭”,其8月的可比銷售額至少增長了10%。
塔吉特的季度總收入達到229億美元,其中在線業務收入39億美元,公司去年同期的總收入為184億美元。消費者越來越傾向于合并去實體店購物的行程,希望一次性買齊所需的物品,并最大程度減少在店內逗留的時間,這種購物習慣的改變令塔吉特和沃爾瑪等連鎖零售商受益匪淺。
GlobalData Retail的總經理尼爾?桑德斯在一篇研究報告中寫道:“塔吉特確立了一種有粘性的品牌定位,這意味著顧客會開心地購買多種品類的商品,使塔吉特可以提高其‘錢包份額’。”
截至目前,塔吉特的靈活性在疫情期間成效顯著,而且隨著新學年的開始和節日季來臨,消費者行為的不確定性會繼續存在,因此塔吉特依舊需要充分發揮其靈活性。康奈爾說,返校季銷售開始時增長緩慢,而且難以掌控。他說有數據表明66%的學生將以遠程學習的方式開始新學期。
他告訴記者:“今天坐在這里,我并不知道30天后這個數字會是6%還是96%。所以我們必須要靈活應對,要能順應形勢的變化。”到目前為止,塔吉特能夠取得前所未有的成功,原因已經非常明了。(財富中文網)
譯者: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.