• Target said in its latest earnings report it fulfilled nearly three out of every four digital orders through its stores in some way, contributing to 31% growth online for the quarter.
  • Target has heavily invested in new initiatives to create an experience that centers stores as the center of the customer experience, even when customers never actually set foot in the building.
  • It leverages Target’s store footprint, which both cuts costs and give customers more options to get their orders.
  • Online-only competitors like Amazon can’t cash in on this strategy — yet.

Target’s stores are taking center stage.

In the company’s latest earnings report, Target says it fulfilled nearly three out of every four digital orders through its stores in some way.

Target started shipping more orders directly from stores to customers, making it cheaper for the company and quicker for the customer. It’s also rolled out new initiatives to get customers to come to the store and pick up their orders, like Target Drive Up which does not even ask customers to come inside. That curbside delivery service is now in over 1,000 locations.

When all is said and done, Target will have…