Inside the Target Business Model: Key Strategies and Insights

Most people think Target Corporation thrives only because of its trendy stores and affordable prices. 
The truth is, Target’s real strength lies in a carefully built Target Business Model that quietly shapes how millions shop every day.

Behind its red bullseye logo is a mix of smart supply chain management, customer-first innovation, and a digital shift that rivals even eCommerce giants. Target has turned everyday shopping into an experience, blending convenience, quality, and data-driven efficiency.

This blog takes you inside Target’s business model, breaking down the key strategies, operations, and insights that make it one of the most profitable retailers in the U.S. retail industry.

What is Target – An Overview

Target Corporation began in 1962 when George Dayton opened the first store in Minnesota with a simple goal: to make good design and quality affordable for everyone. Over time, that small idea became one of the biggest names in U.S. retail.

While many know Target for its red carts and friendly stores, what is Target’s business model goes much deeper. It’s built around smart supply chain management, strong customer experience, and innovation that keeps shopping enjoyable and straightforward.

At its core, Target’s business strategy focuses on three things:

• Affordable quality for everyday shoppers.
• Innovation through technology and design.
• A better experience both online and in stores.

Today, leaders like Brian Cornell, who followed visionaries like Michael Francis, have helped guide Target through its digital transformation. With a strong omnichannel retail model, Target connects apps, stores, and delivery into one seamless experience.

From one store in Minnesota to thousands across the nation, Target’s story proves how clear purpose and constant innovation can build a lasting brand. 

Next, let’s look inside how the Target Business Model actually works.

Understanding the Target Business Model

The Target Business Model is simple at its core, yet powerful in execution. It’s built to meet customer needs while keeping prices fair and experiences consistent, whether in-store or online. 
This balance of affordability, innovation, and efficiency helps Target build loyal customers while delivering consistent quality and convenience.

Here’s what drives it:

• Smart Pricing Strategy: Target’s “Expect More, Pay Less” model is more than a slogan. It’s how the company builds trust while competing with Amazon and Walmart. 
  Its flexible pricing strategy uses real-time data and seasonal offers to stay relevant without cutting quality.
   
• Efficient Supply Chain Management: With regional hubs and advanced tracking, Target keeps costs low and shelves stocked, a key to its competitive advantage.
   
• Digital Transformation: As target e-commerce competition impacts its business model, Target invests in omnichannel systems that link app orders, drive-up pickups, and store fulfillment. This keeps it agile in an increasingly digital retail space.
   
• Brand Trust & Customer Experience: The company uses loyalty programs, such as Target Circle, to build lasting relationships.

Target’s business model succeeds by blending technology, trust, and timing, three essentials every modern retailer relies on.
Next, we’ll move to the Target Business Model Canvas to see how each part works together.

Business Model Canvas of Target

The Target Business Model Canvas helps explain how Target Corporation creates, delivers, and sustains value across the U.S. retail industry.

Each block of the canvas reflects how Target’s business model serves customers, manages operations, and ensures long-term profitability. 
Let’s explore how these seven building blocks work together to shape Target’s success.

Value Proposition

At its core, Target’s value proposition is about offering quality products that look good and cost less. Its promise, “Expect More. Pay Less,” defines this balance between value and experience.

• Affordable Quality: Target provides products that are stylish yet reasonably priced, giving customers a premium feel without the premium tag.
   
• Private Label Brands: Exclusive brands like Good & Gather, Cat & Jack, and Threshold strengthen Target’s business model by increasing margins and customer loyalty.
   
• Trend-Focused Selection: From fashion to home décor, Target stays on trend, appealing to young and design-conscious shoppers.
   
• Customer Convenience: Through store layouts, self-checkout, and app-based services, Target's Business model makes shopping fast and straightforward.

This mix of price, style, and accessibility builds trust and keeps Target distinct from competitors like Walmart and Amazon.

Customer Segments

Target serves a broad range of customer segments across the United States:

• Urban Shoppers: City dwellers who value convenience and quick access to essentials.
   
• Young Families: Parents drawn to affordable baby, grocery, and home products.
   
• Middle-Income Consumers: Households looking for a balance between price and quality.

These segments reflect Target’s inclusive approach and its ability to appeal to diverse demographics within the U.S. retail industry.

Channels & Customer Relationships

Target connects with customers through multiple integrated touchpoints that define its omnichannel retail strategy:

• In-Store Experience: Clean, organized stores designed to encourage easy navigation and impulse discovery.
   
• Online & Mobile: A robust e-commerce strategy with same-day delivery, Drive Up, and Order Pickup services.
   
• Target App: Personalized offers, product recommendations, and seamless shopping journeys.
   
• Loyalty Programs: The Target Circle program rewards repeat purchases and strengthens customer experience.
   
• Social Media & Advertising: Engaging content and campaigns that promote inclusivity and lifestyle alignment.

This blend ensures Target maintains a strong emotional and digital connection with its shoppers.

Target’s Key Activities, Key Resources, Key Partners

Key Activities

• Managing retail operations, inventory, and merchandising.
• Maintaining efficient supply chain management and logistics.
• Using data analytics for demand forecasting and pricing decisions.
• Advancing retail technology innovation for customer convenience and automation.

Key Resources:

• Extensive store network across all 50 states.
• Distribution centers and digital infrastructure.
• Skilled workforce and brand reputation.
• Proprietary brands that reinforce their value proposition.

Key Partners:

• Suppliers and manufacturers ensure consistent product availability.
• Logistics partners supporting nationwide distribution.
• Tech partners are enhancing digital systems and the Target Corporation's operations strategy.

Together, these resources and partnerships create a seamless and scalable business target operating model.

Target’s Cost Structure & Revenue Streams

Target operates with a balanced cost structure that allows competitive pricing while sustaining growth.

Major Costs:

• Product procurement and inventory management.
• Marketing and promotional activities.
• Technology investments for digital platforms.
• Employee wages and store maintenance.

Revenue Model:

• Primary revenue comes from in-store sales of everyday essentials, apparel, and home goods.
• Additional income streams from e-commerce, credit services, and exclusive brand partnerships.
• Private labels boost profit margins, reducing reliance on external brands.

By managing costs efficiently and diversifying income, Target Corporation's business model ensures long-term stability even as e-commerce competition affects its operations.

Up next, we’ll explore how Target makes money and what drives its consistent profitability.

How Does Target Make Money?

Understanding how Target Corporation earns revenue helps clarify its overall Target Business Model. The company uses multiple income streams, each playing a role in its retail strategy, competitive edge, and response to the shifting landscape of the U.S. retail industry. 

Here’s how the main channels break down.

1. Retail Store Sales (In-Store Revenue)

The bulk of Target’s income still comes from its physical stores, which form the foundation of the company’s Target Corporation business model. 

The store-based model benefits from:

• In 2024, Target reported net sales of $106.6 billion, underscoring the size of its in-store business.
   
• A dense network of nearly 2,000 stores across the U.S., enabling substantial reach and convenience.
   
• Large product assortments from household essentials to apparel and décor that appeal to a wide set of customer segments.
   
• In-store fulfilment for digital orders and same-day pickup, reinforcing the connection between online and offline channels.

Despite the rise of online shopping, the physical store channel remains Target's most significant revenue driver.

2. E-commerce & Omnichannel Sales

Target continues to invest heavily in its e-commerce strategy and omnichannel retail model. Both are key factors for how the target e-commerce competition impacts its business model.

• In Q2 of 2024, digitally-originated comparable sales rose 8.7% while store-originated comparable sales rose 0.7%.
   
• Services such as Order Pickup, Drive Up, and ship-from-store connect the physical network with digital convenience.
   
• This channel helps Target compete with online giants like Amazon and mass retailers like Walmart by offering speed and flexibility.
   
• Understanding the intricacies of competitor operations, such as things you should know before using Walmart’s grocery app, is crucial in this space. However, digital fulfilment is cost-intensive. Balancing this channel’s growth with profitability remains a challenge.

However, digital fulfilment is cost-intensive. Balancing this channel’s growth with profitability remains a challenge.

3. Private Label Brands & Exclusive Products

Target’s own brands support its value proposition and are a key component of its revenue model.

• Brands like Good & Gather and Cat & Jack generate billions in sales; for example, Good & Gather has reached about $4 billion in annual sales, according to Retail Dive. 
   
• A recent strategy report notes that private labels offer higher margins of up to 35% profit compared to 26% for national brands.
   
• These exclusive brands also drive customer loyalty and differentiate Target’s offer from competitors.

In short, private-label brands not only boost revenue but also strengthen the company’s competitive advantage.

4. Financial Services & Other Income

Aside from product sales, Target generates revenue through several secondary channels:

• Stocklight reports show that the RedCard/Circle Card programs offer a 5% discount and free shipping when used, driving retention and card usage.
   
• SEC claims that advertising services via Roundel, membership fees for Target Circle 360™, and a third-party digital marketplace (Target Plus) all contribute.
   
• According to the 2024 annual report, “Other sources” of revenue include advertising and credit card profit-sharing income. 

These channels help diversify income and reduce reliance on product sales alone.

Overall, Target’s multi-channel revenue approach underpins its business target operating model. From in-store sales to online fulfilment and exclusive brands, every stream contributes to a balanced and robust Target Business Model.

Next, we’ll dive into how Target structures its supply chain, pricing strategy, and operational efficiency to support these revenue streams.

Supply Chain, Pricing Strategy & Operational Efficiency

The Target Business Model runs on an efficient system that cuts costs and speeds delivery. 
Its smart operations strategy connects stores, digital channels, and logistics, keeping Target competitive across the U.S. retail industry.

Supply Chain Management & Distribution Network

Target’s supply chain management is one of the most efficient in the U.S. retail industry. It combines advanced data systems, automation, and well-placed hubs to move products quickly.

Key strengths include:

• Regional Distribution Centers: Target operates over 55 distribution centers nationwide that handle bulk inventory before moving goods to stores and homes.
   
• Sortation Hubs & Automation: A $100 million investment is expanding its sortation-center network to 15 hubs by 2026, improving same-day delivery speeds.
   
• Store-Fulfilment Model: Most digital orders are shipped or picked up from stores, cutting logistics costs and delivery time.
   
• Real-Time Inventory Data: Predictive tools reduce overstock and improve replenishment accuracy.

This structure allows Target to balance speed and cost, a key competitive edge in its business target operating model.

Pricing Strategy – Economy & Value Positioning

Target’s pricing strategy focuses on delivering more value to customers, not just lower prices. It mixes affordability with a premium feel, aligning with the brand’s “Expect More. Pay Less.” promise.

Key pricing practices:

• Dynamic Pricing: Uses market data and AI tools to adjust prices based on demand and competition.
   
• Value-Driven Discounts: Over 5,000 price cuts announced in 2024 to stay competitive against Walmart and Amazon.
   
• Private Label Advantage: In-house brands like Good & Gather offer quality at 10–15% less than national brands while maintaining strong margins.
   
• Seasonal Promotions: Target leverages key holidays and sales events to drive footfall and repeat visits.

This approach helps Target maintain brand trust while meeting evolving consumer expectations.

Store-Density & Physical Store Strategy

Target’s physical network is designed to offer maximum convenience and operational flexibility.

Key aspects include:

• Nationwide Reach: Nearly 2,000 stores strategically placed so that 75% of U.S. residents live within 10 miles of a Target.
   
• Urban-Format Stores: Smaller stores in cities bring accessibility to younger, mobile shoppers.
   
• Store-as-Hub Model: Each location doubles as a mini-fulfillment center for Drive Up and Order Pickup services.
   
• Cost Efficiency: Dense store placement lowers last-mile costs and speeds up order processing.

This hybrid model blends physical accessibility with digital fulfilment, supporting the omnichannel retail strategy.

Sustainability & Responsible Supply Chain

Sustainability now forms a significant part of Target’s operations strategy. The company’s Target Forward initiative focuses on greener logistics, ethical sourcing, and reduced waste.

Key efforts:

• Net-Zero by 2040: Target aims for carbon neutrality across operations. 
   
• Sustainable Sourcing: Over 60% of owned-brand products use recycled or sustainably sourced materials.
   
• Waste & Packaging Reduction: Initiatives to cut single-use plastics and improve packaging recyclability.
   
• Energy Efficiency: New distribution centers use renewable energy and automation to reduce their carbon footprint.

These sustainability practices not only meet consumer expectations but also reduce long-term operational costs and risks.
Up next in Target Business Model, we’ll explore Target’s Digital Ecosystem & Tech Stack and how technology drives its continued growth.

Target’s Digital Ecosystem & Tech Stack

Through constant digital transformation, Target Corporation has built a connected system that makes shopping faster, more innovative, and more inclusive. 
Its ecosystem combines analytics, automation, and accessibility to create a seamless experience while keeping the company ahead as target e-commerce competition impacts its business model.

Data-Driven Decision Making

Target's Business Model uses data analytics across every layer of its operations, from shelf management to delivery routes. 
Predictive models guide what to stock, when to restock, and how to price effectively.

• Tech Investment: GlobalData reports show that Target spent an estimated $2.7 billion on information and communications technology in 2023, focusing on cloud infrastructure, analytics, and system automation. 
   
• Smart Forecasting: Real-time insights help balance supply and demand, reducing out-of-stock rates and excess inventory.
   
• Innovation Programs: Target also runs tech accelerators and innovation hubs that explore robotics, IoT, and automation, and partner with startups to support the next wave of retail technology innovation, according to GlobeNewswire reports.

These systems keep the Target Corporation business model efficient, data-driven, and adaptive.

AI & Predictive Analytics in Retail

Target is taking a step forward with artificial intelligence to strengthen its business target operating model.

• The company is rolling out a generative AI tool called “Store Companion” to assist teams across nearly 2,000 stores in the U.S., according to Investopedia.
   
• These AI tools optimize inventory, guide employees, and personalize customer recommendations.
   
• Similar to the Oberon AI platform, this system shows how modern AI can unify operations, enhance communication, and improve service accuracy.

By embedding AI across store operations and digital platforms, Target maintains both efficiency and a competitive edge.

Role of Target App & Mobile Commerce

The Target app stands at the center of its omnichannel retail experience. It combines browsing, purchasing, and loyalty rewards into a single platform.

• Connected Shopping: The app lets customers seamlessly switch between online and in-store shopping via Order Pickup, Drive Up, and delivery options.
   
• Personalized Experience: Integration with the Target Circle program tailors deals and builds customer loyalty.
   
• Accessibility & Inclusivity: Reports from The Sun show that Target is rolling out accessible self-checkout systems featuring Braille, audio cues, and tactile navigation for visually impaired guests, demonstrating that its digital transformation supports inclusivity as much as convenience. 

This focus on personalization and accessibility reinforces Target’s reputation for superior customer experience.

Marketplace & Media Platform Growth

Target’s digital growth isn’t limited to its app. It’s also scaling new digital business models.

• The Target Plus marketplace exceeded $1 billion in gross merchandise value (GMV) in 2024 and is projected to reach $5 billion by 2030.
   
• Its in-house advertising platform, Roundel, generated $649 million in 2024, creating nearly $2 billion in value for advertisers. 
   
• These platforms extend Target’s revenue model and strengthen its position as a hybrid retailer and digital media player.

This diversification shows that Target’s digital ecosystem isn’t just a support system; it’s a significant revenue driver.

Together, these four pillars power the Target Business Model from the backend to the buyer. They prove how technology drives Target’s relevance and resilience in the modern U.S. retail industry.

Marketing & Branding Strategy

A powerful brand is the emotional engine of the Target Business Model. 
Target’s marketing success lies in its ability to balance emotion with value. 
Through creative campaigns, digital engagement, and loyalty rewards, the company builds lasting relationships that go beyond transactions.

Brand Promise – “Expect More. Pay Less.”

Target’s slogan defines its retail business strategy. The phrase “Expect More. Pay Less.” captures its value proposition: premium style at accessible prices.

• Design-Led Retail: Every product from apparel to home goods reflects modern design without luxury pricing.
   
• Affordable Aspirational Image: The brand bridges the gap between Walmart’s affordability and Apple’s design focus, giving Target a distinctive middle ground.
   
• Emotional Branding: Target’s ads emphasize belonging, optimism, and individuality, making the red bullseye a cultural symbol of trust and positivity.

This balance of affordability and aspiration strengthens Target’s business model and keeps it relatable across generations.

Advertising Campaigns & Social Media Presence

Target’s marketing operates across every channel, such as TV, digital, in-store, and social media, creating a unified brand experience.

• Omnichannel Consistency: Campaigns like “What We Value Most” and “Design for All” reinforce the inclusive brand message across media platforms.
   
• Influencer Collaborations: Target partners with designers, creators, and micro-influencers to reach younger, digital-first audiences.
   
• Social Media Engagement: With over 5 million Instagram followers and millions more across TikTok and YouTube, Target’s content focuses on lifestyle, DIYs, and product inspiration.

This omnichannel storytelling drives both awareness and conversion, connecting with audiences where they spend their time.

Customer Loyalty & Target Circle Program

The Target Circle program transforms everyday shopping into a personalized experience.

• Membership Growth: Over 100 million members use Target Circle to earn rewards, vote on community donations, and get exclusive offers. 
   
• Data-Driven Personalization: Purchase behavior data helps tailor deals and product suggestions for each user.
   
• Community Focus: Members direct a portion of Target’s charitable giving, building deeper emotional ties.

This program strengthens customer experience, loyalty, and repeat purchases, which are crucial elements in maintaining Target’s long-term growth and competitive advantage.

Through its strong emotional branding, bold visuals, and customer-first approach, Target has built a lifestyle brand. 

Up next in Target Business Model, we’ll analyze Target’s financial performance and growth insights to see how marketing translates into measurable success.

Financial Analysis Snapshot

Here’s a conversational look at how the numbers back up Target Corporation's business model, breaking down recent performance and what it means for the future.

Revenue and Profit Trends (2019 – 2024)

• Net Sales rose from $78.1 billion in 2019 to $106.6 billion in 2024.
   
• Operating Income climbed from about $4.66 billion in 2019 to $5.57 billion in 2024.
   
• Net Earnings were $4.09 billion in 2024.
   
• Five-year Compound Annual Growth Rate (CAGR) for Net Sales: approx. 6.4%.
   
• Note: In 2024, Net Sales dipped 0.8% versus 2023, reflecting a challenging environment.

Segment-Wise Contribution (Stores vs Digital)

• The in-store channel still drives the bulk of revenue, offering scale, product reach, and traditional retail strength.
   
• The digital channel (app, online, pickup, delivery) supports Target’s e-commerce strategy and addresses how Target's e-commerce competition impacts its business model.
   
• According to the 2024 Annual Report:
  
  
  • Stores-originated Net Sales were approximately, $84.3 billion in 2024.
  • Digitally originated was about $20.5 billion.
     
• This mix of a large physical footprint plus growing digital sales supports the revenue model and strengthens Target’s competitive position.

Future Financial Outlook

• Target aims to drive more than $15 billion in additional sales by 2030 through digital growth, private-label brands, and efficiency improvements.
   
• Headwinds include inflation, changing consumer behavior, and supply-chain pressures.
   
• The company’s long-term business target operating model is shifting toward more digital, more data-driven execution, aligning with its broader retail business strategy.

Put simply, the financials behind the Target Business Model reflect a mature retailer that is leveraging its heritage while adapting to digital disruption and market pressures.

Next, we’ll explore how Target’s Competitive Landscape and Differentiators position it within the broader retail field.

Competitive Analysis: Target vs Walmart, Amazon, and Costco

Understanding how the Target Business Model stacks up against retail giants like Walmart, Amazon, and Costco gives clear insight into what makes Target unique.
While all four brands dominate the U.S. retail industry, each operates with a distinct focus, from pricing and membership models to customer experience and innovation.
Here’s a quick, data-backed comparison showing how Target Business Model positions itself among its biggest competitors.

Differentiators & Similarities

How Target stands out:

• Target’s strength lies in blending style, private-label uniqueness, and omni-channel reach, giving it a distinct place compared to pure price-leaders or purely digital players.
   
• Its membership strategy (Target Circle and Target Circle 360) builds loyalty and connects to its experience-led retail model.
   
• From an operational analyst's perspective (the “target operating model business analyst” lens), Target balances physical-store scale with digital agility and design-led differentiation.

What the others do well:

• Walmart leverages its unmatched scale and low-cost position to drive massive volume.
   
• Amazon builds an ecosystem beyond retail, subscriptions, streaming, logistics, that locks in customers more deeply.
   
• Costco uses the membership-only warehouse model to drive loyalty, high renewal rates, and strong margin control. 
  To understand this unique approach to retail, you can go through the Costco Business Model.

Shared themes across all four:

• Membership/subscription models are key to deepening engagement.
   
• All invest heavily in omni-channel retail—blending stores with online, delivery, and pickup.
   
• Each has developed a unique competitive advantage: price leadership (Walmart), digital ecosystem (Amazon), membership value (Costco), and design/value balance (Target).

This table and commentary help underscore how Target’s business model fits uniquely and strongly among major U.S. retail players, while also borrowing best practices from peers. 

Lessons for Businesses and Startups from the Target Business Model

Every business dreams of achieving a balance that blends affordability, innovation, and emotional connection.
The Target Business Model shows how strong operations, brand trust, and digital innovation can work together to build lasting success.
Whether you’re a SaaS startup like AssureCare refining your business model, services, and target market, or an AI innovator like Oberon AI, these lessons show how to scale smartly in today’s fast-changing market.

1. Start with Customer Empathy

Target builds everything around understanding its shoppers, from store layout to app design.
Startups should invest in understanding user behavior and in designing experiences that genuinely solve real-world problems.

2. Create Value Beyond Price

Target’s success isn’t about being the cheapest; it’s about delivering quality that feels premium at a fair cost.

This value-based pricing approach keeps customers loyal without hurting margins.

3. Leverage Technology for Efficiency

Target Business Model uses AI and predictive analytics to forecast demand, personalize offers, and optimize supply chains.

Companies like Oberon AI, with their platform business model, products, and services, prove that data-led decisions lead to smarter growth.

4. Diversify Revenue Streams

From retail sales to private labels and digital memberships, Target avoids dependency on a single source. AssureCare’s business model follows a similar path, combining tech services and SaaS offerings to generate stable revenue.

5. Build an Agile Operating Model

The Target operating model business analyst approach emphasizes flexibility, enabling quick adaptation to e-commerce shifts and market trends. Startups should design lean structures that can pivot fast without breaking workflow.

6. Invest in Brand Experience

Every Target touchpoint, from ads to packaging, reflects its “Expect More. Pay Less.” promise.
Small businesses can build trust by maintaining a consistent brand identity and by telling emotional stories.

7. Encourage Loyalty and Community

Target Circle doesn't play around with rewards programs; it’s a data-driven ecosystem that strengthens long-term relationships.
Building loyalty programs, even simple ones, can turn one-time users into lasting customers.

8. Commit to Sustainability and Inclusivity

Target’s push for eco-friendly sourcing, inclusive designs, and accessible tech reflects modern business ethics.
Consumers now choose brands that align with their values, something every startup must prioritize from day one.

The biggest takeaway? Success isn’t about scale alone; it’s about clarity of purpose, operational agility, and customer connection.

Conclusion

Success is never magic. It comes from strategy, focus, and a deep understanding of your customers.

The Target Business Model demonstrates how innovation, smart supply chain management, and a customer-first operating model can drive consistent growth even amid tough e-commerce competition.

By blending technology, design, and loyalty programs like Target Circle, Target Corporation has turned retail into an experience rather than just a transaction.
For growing businesses and startups such as those following the AssureCare business model, services-targeted market revenue generation, or the Oberon AI company business model, the message is clear: innovate boldly and operate efficiently.
This is where AppsRhino helps you stand out.
We deliver enterprise, retail, and eCommerce solutions that empower you to build platforms as seamless as Target’s.
From custom mobile apps and AI-powered storefronts to inventory automation and omnichannel shopping experiences, we help you scale like the world’s retail leaders efficiently and intelligently.

Frequently Asked Questions (FAQs)

How does Target use data analytics to personalize shopping experiences

Target uses AI-powered analytics to predict shopping habits, personalize promotions, and optimize inventory, creating smoother, data-driven experiences both in-store and online.

What role do private label brands play in Target’s long-term strategy

Private-label brands like Good & Gather and Cat & Jack enhance brand loyalty and profitability by offering exclusive, high-quality products unavailable from competitors.

How does Target maintain its competitive advantage against Amazon’s dominance?

Target combines physical store convenience with online flexibility, offering same-day delivery, easy returns, and curated product quality that differentiate it from Amazon’s scale-driven model.

What technologies power Target’s digital transformation and automation

Target’s tech stack includes AI, robotics, IoT, and predictive analytics to support demand forecasting, supply chain optimization, and improved customer engagement across its omnichannel platforms.

Can Target’s business model be applied to small or mid-sized retail startups?

Yes, startups can adapt the Target Business Model by focusing on customer-centric design, agile operations, and technology-driven personalization to scale sustainably in competitive retail markets.