Target’s CEO is betting billions that Gen Zers will get off their phones and fuel a comeback

Core Insights - Target is shifting its strategy by investing billions in physical stores and technology to recover from a sales slump, contrasting with competitors like Amazon and Walmart that focus on AI and e-commerce [1] - The retailer plans approximately $5 billion in capital spending for the next year, with an additional $1 billion earmarked for 2026, targeting growth in resilient categories like beauty [2][5] - Target's investment will enhance new and remodeled stores, experience upgrades, and technology, emphasizing larger-format stores that exceed initial performance expectations [3] Financial Performance - Target is facing challenges with Q3 net sales down 1.5%, comparable sales down 2.7%, and net earnings decreasing by 19.3%, indicating a prolonged period of sluggish sales [5] - The company is experiencing a shift in consumer behavior, with value-focused shoppers prioritizing essentials, while competitors are gaining market share [5] Consumer Trends - Gen Z is showing a renewed interest in in-person shopping, particularly in beauty, which supports Target's investment in high-touch retail experiences [6][7] - The preference for brick-and-mortar stores among younger consumers is evident, as they seek tactile experiences and personalized consultations that digital platforms cannot provide [7] Technological Integration - Target's strategy includes leveraging AI for product development and marketing, utilizing synthetic audiences for campaign testing, and implementing a ChatGPT-powered beta for simplifying multi-item purchases [4]