A targeted store advertises workers near the entrance of Encinitas, California on May 24, 2019.
Mike Black | Reuters
Target said on Thursday that holiday hiring will coincide with last year, but it is reconsidering its working methods to adapt to the new shopping habits of these customers during the coronavirus pandemic.
Compared with the first half of this year, twice the number of Target employees will be dedicated to the same-day roadside and in-store online shopping. The distribution center will add more workers than last holiday to ensure that the store does not run out of popular goods. Some workers will focus on safety and cleanliness. In each store, employees will be cross-trained so they can switch from task to task as needed, from disinfecting shopping carts to helping roadside pick-ups during peak hours.
Target CEO Brian Cornell said that its approach to serving employees and serving customers during the holidays will emphasize flexibility-as the pandemic affects the way Americans shop, all retailers This subject must be accepted. He said that he hopes that “certain trends from the beginning of this year will continue during the holiday period,” for example, customers who want to be safe in stores and seek value for money.
He said: “Of course, we continue to see the ease, convenience, and contactless way customers tend to shop through our digital channels.”
Early holiday forecasts predict that this year’s holiday sales will increase, but only slightly, as consumers respond to an uncertain economy or shrink due to economic recession. Consulting firm Deloitte predicts that holiday sales this year may increase by 1% to 1.5%, but said it will depend on whether high-income consumers are profligate and whether low-income households will control their consumption.
Cornell declined to disclose the prospects for the usually busy shopping season. However, he said retailers will make other pandemic-related changes, such as holiday deals starting in October.
He said: “We do think it will be a completely different holiday.” “We want our guests to shop and shop early throughout the season. We don’t want long lines on Black Friday morning. But of course we want to have a very engaged Of consumers and a target customer, they want to celebrate the holidays.”
Target’s chief human resources officer Melissa Kremer (Melissa Kremer) said that current employees can increase their working hours and choose responsibilities outside their typical department, such as completing online orders. More than 90% of online orders for retailers are completed in stores.
Despite the surge in sales, the company’s total holiday hires will be the same as last year. Last year, Target hired 130,000 seasonal workers during the holidays, up from 120,000 workers in 2018. Generally, about 40% of these employees are retained as employees.
Target has seen strong sales during the pandemic, especially in the second quarter ending August 1. It exceeded Wall Street’s expectations and set a record for same-store sales growth of 24.3%. Its comparable digital sales have almost doubled.
Especially the same-day service boosted its sales throughout the pandemic. Target offers three options: Shipt, an online home delivery service that can deliver groceries to customers’ homes; Drive Up, its curbside pick-up service, and Order Pickup, an immediate-buy in-store pickup. Sales through services increased by 273% year-on-year in the second quarter. Drive Up’s growth was the strongest, with a 700% jump.
Cornell attributes this increase to the different ways families spend money because they cannot go to the movies or go to the typical summer vacation. He said some people also discovered Target’s e-commerce options.
Like other retailers, Target has also seen a shift to e-commerce. In the first half of fiscal year 2020, more than 10 million new customers shopped on its website. The demand for same-day purchases (all purchased online) has tripled.
However, unlike large rival Wal-Mart, Target did not hire hundreds of thousands of new employees during the pandemic. During the pandemic, Walmart has hired more than 500,000 workers in its stores and supply chain, and said it plans to hire 20,000 seasonal workers in its recruitment centers during the holidays.