Evolving Target’s narrative: Turning doubters into believers

Target, a supermarket chain, created a same-day service hub on its corporate site in the US to showcase its new strategy and prove to media and analysts it is leading the retail industry.

The Assignment:

At Target's annual analyst meeting in 2018, then-CFO Cathy Smith observed, "Coming out of this meeting a year ago, we were really confident that we were on the right path. Even so, we knew we'd be a show-me story for a while. We needed to begin putting some points on the board to show that our strategy was working. And now that's started to happen. But I know, for some of you, we remain a show-me story."

At the dawn of the retail apocalypse a year prior, Target unveiled a new, multi-year strategy and sweeping investment agenda that...

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