Rolling out nationwide Emboldened by Chicago’ s success, Target is now deploying elements of the strategy across the country, tailoring the approach market by market.
The organisation is concentrating shipping operations within select stores in 10 other markets while transitioning shipping out of stores across 36 markets.
“ We’ re turning on and off capabilities based on local demand and needs,” Gretchen adds.“ This includes how we’ ve been activating and expanding next-day delivery throughout this year and next.”
The strategy represents a maturation of the stores-as-hubs model, rather than an abandonment. Stores will continue to fulfil the majority of online orders, but which stores handle shipping will be determined by local context rather than corporate mandate. Here, supply chain management becomes a precision instrument, as opposed to blunt tool.
For Gretchen and her team, the mission remains constant even as methods evolve:“ Delivering joy on time, every time.”
In an industry where speed and cost have traditionally been opposing forces, Target is demonstrating it can be complementary – provided you are willing to treat your network with the sophistication it deserves.
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