It’s a new period of retail, and our guests are shopping in different ways. They’re using digital as part of your, and seeking merchants that make shopping easy, intuitive and fun. Today That was all top-of-mind at our financial community meeting earlier, where CEO Brian Cornell, COO John Mulligan and CFO Cathy Smith shared a synopsis of Target’s programs for future years. The best news of your day? 1 billion in annual operating profits beginning in 2017, to grow sales faster, gain market share, adapt to guests’ rapidly changing preferences and present them even more reasons to choose Target.

“We’re investing in our business with a long-term view of years and years, not months and quarters,” Brian said. Digital leads the way. We’ve grown our digital infrastructure to increase speed, stability, capacity and performance, doubling our digital sales from 2013 to 2016, and we’ll continue steadily to accelerate our efforts. For example, this year later, we’ll provide guests with a streamlined experience by merging Cartwheel-our popular cost savings app-with our flagship Target app, offering guests one simple shopping solution.

Our stores continue steadily to play a crucial role. They’re accepted places guests go to find and become inspired, and they’re a huge advantage because they put us to our guests close. Actually, three quarters of most Americans live within 10 miles or less of the Target store. Over another three years, we’ll reimagine more than 600 locations. That’s great news for guests visiting their local store for a new outfit or picking up tonight’s supper, but it’s even more important to allowing a digitally linked Target experience. That’s because the stores will both differently look and function.

Ship from Store: No more are our backrooms just storing products until they’re ready to move to the sales floor. These backrooms double as hyperlocal distribution centers, allowing us to ship orders to our guests from their own garden. It’s a win-win: Guests get their purchases faster, and we’re operating more cost effectively. By 2019, all Target stores will have this ability.

That’s on top of Order Pickup, a guest-favorite service that’s already available in all stores. And we’re placing new tools in the hands of our store team members that will help guests check every item off their list. Shopping in a store and can’t find your size? We’ve got you protected. This June, we’re rolling out new technology that allows team members to find our inventory, take payment from a mobile point-of-sale system and arrange delivery-all from the sales floor.

It’ll be in all stores by the end of this season. Talking about stores, we’re opening 30 small format stores in 2017, doubling our presence in dense urban marketplaces and on university campuses. And don’t just forget about great products. They’ve been the star of our show, and a huge reason Target stands out to our guests.

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We’ve learned from introducing brands like Cat & Jack and Pillowfort how new brands that truly resonate can help us catch bigger bits of the marketplace. Who doesn’t love a good deal? We know our guests do, and we want them to feel assured that they’re making the most of their dollar when they shop at Target.

Over the years, we’ve piled on the marketing promotions. Now we’ll make contact with increasing our concentrate on offering competitive prices across our whole assortment each day. Sound like a great deal of work? It shall be, and it’ll take time, but we’re in it for the long haul. Stay tuned to A Bullseye View for improvements on our latest initiatives and look for more info on the first of our new brands this summer. Don’t miss out on the latest Target news and behind-the-scenes happenings! Subscribe to our bi weekly newsletter and get the top stories from A Bullseye View delivered right to your inbox!