English News Brief
Summary
Target is overhauling its online order fulfillment strategy, moving away from using all stores as shipping hubs, to address a four-year sales slump and widespread customer complaints about messy stores, out-of-stock items, and poor in-store experiences.
Key Points
- New Fulfillment Strategy: Target is designating only select stores to handle shipping online orders to homes. Many stores have stopped this function entirely to free up staff for in-store tasks.
- Goal: This aims to make operations more predictable, speed up deliveries, and, crucially, improve the cleanliness and stock levels in physical stores.
- Early Results: In a Chicago pilot, stores that stopped shipping saw improved in-stock levels, higher sales, and better customer satisfaction scores. Stores that continued shipping did not see the same level of improvement.
- Ongoing Challenges: Despite the new strategy, Target still faces falling store traffic, customer complaints about locked-up merchandise and long checkout lines, and stiff competition.
- Leadership Focus: Incoming CEO Michael Fiddelke has prioritized improving the customer experience, regaining Target’s reputation for style, and using technology to run a more efficient business.
中文新闻简报
摘要
塔吉特正在彻底改革其在线订单履行策略，不再将所有门店都用作配送中心，以应对为期四年的销售低迷以及顾客对门店杂乱、缺货和店内体验不佳的普遍抱怨。
关键点
- 新履约策略：塔吉特现仅指定部分门店处理直邮到家的在线订单。许多门店已完全停止此项功能，以解放员工专注于店内任务。
- 目标：此举旨在使运营更具可预测性，加快配送速度，并且关键是要改善实体店的清洁度和商品库存水平。
- 初步成果：在芝加哥的试点中，停止发货的门店缺货情况有所改善，销售额上升，顾客满意度得分提高。而继续处理发货的门店则未达到同等改善水平。
- 持续挑战：尽管有新策略，塔吉特仍面临门店客流量下降、顾客对商品上锁和结账队伍过长的不满，以及激烈的市场竞争。
- 领导层关注点：即将上任的首席执行官迈克尔·菲德尔克已将改善顾客体验、重振塔吉特在时尚设计方面的声誉以及利用技术实现更高效运营列为首要任务。
Original Article Link: https://www.cnbc.com/2025/11/06/target-store-delivery-pickup-ceo-michael-fiddelke.html