Changes are coming to Target. Michael Fiddelke will take over as the new CEO, and the company plans to renovate its stores. Brian Cornell has led the retail giant for the past 11 years, having assumed the role in August 2014, so the generational shift is now more than evident. Among the upcoming changes is the integration of artificial intelligence to optimize product availability, personalize offers, and improve logistics, among other things. “No one is better suited to lead Target forward than Michael Fiddelke,” Cornell recently stated.
Target will incorporate advanced technology and artificial intelligence
By 2026, technology will be more present than ever in people’s daily lives. This is not only because we’ll have access to cutting-edge technology, but also because large companies are implementing advanced technology in their daily operations. Target, for its part, will incorporate advanced technology and artificial intelligence, and according to the company, this is in response to consumers who increasingly demand speed and new experiences. “By leveraging AI to capture color, material, style, and product details and applying consumer research in our brand principles, we can deliver unique and on-trend products to our guests faster than ever before,” Fiddelke said. In addition, Target also intends to strengthen its own brands and invest in technology to offer a more modern and personalized shopping experience.
The company will also review external partnerships, such as ending its collaboration with Ulta Beauty
Target is betting on brands like Good & Gather and Cat & Jack. According to Cornell, regarding the new CEO, “He brings remarkable determination to complex challenges, a deep passion for growth, and a natural ability to inspire those around him to shape the future.” The company will also review external partnerships, such as ending its collaboration with Ulta Beauty, to focus its offerings on its own beauty and personal care categories, as reported by Modern Retail. However, Fiddelke has not yet provided details on any specific new product launches for this year.
“Target’s best days are yet to come” – Michael Fiddelke
The fact is that restructuring certain models is necessary. And cycles are a reality, especially in a market as volatile as retail. A market that has also faced digitalization and the rise of online shopping. Specifically, the retailer recently faced financial results with which executives were far from satisfied. Nevertheless, Fiddelke emphasized that Target is a “design-driven company that succeeds by combining an amazing product with an amazing experience” and believes that “Target’s best days are yet to come.”
The goal is to create a smoother customer experience
The online sales reforms are especially important given the current climate. These improvements aim to streamline digital order management and provide a more welcoming in-store shopping experience. The goal is to create a smoother, more enjoyable customer experience that encourages repeat business at Target. Therefore, same-day delivery and pickup are being enhanced, and restocking out-of-stock items will be faster, according to the company.
2026 is coming with the addition of at least 43 new stores in 23 states
For now, the goals are ambitious. The company has unveiled major investment plans for 2030, including more store openings, digital enhancements, and expansion of its Target Plus platform. Among other things, Fiddelke is planning renovations this year for both its online and physical store operations. With AI, for example, they’ll be able to identify future trends to stay ahead of the curve. This will also allow them to better track social media trends to find products that resonate most with Target customers. Finally, the company is significantly expanding its reach by 2026 with the addition of at least 43 new stores in 23 states. In short, the changes are beginning at Target. New year, new Target.