Target elevating e-commerce capabilities

Multichannel integration hasn’t exactly been Target’s strong suit to date, but this holiday season could be different if the company is able to successfully roll out an order online, pick up in store service.

The 2013 holiday season promises to be the most digital ever with e-commerce sales expected to set another new record and outpace overall retail sales growth. Target is wisely adding order fulfillment capabilities offered by other retailers as it looks to narrow an execution gap with competitors. By offering an order online, pick up in store option, Target will be introducing new operational complexity at store level, but it really doesn’t have a choice as shoppers increasingly expect retailers to offered a seamless experience.

For more on Target’s plans, see what the company’s hometown paper, the StarTribune, had to say.