Case Study: How Target in India is Powering its Global eCommerce
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One of the world’s most recognized brands, American retailer Target is committed to delivering quality products to its customers at affordable prices through its 2000+ retail stores throughout the US.
The Challenge
- To harness the extensive reach of its brick-and-mortar establishments across the United States, Target sought to fortify its technological capabilities to establish a robust e-commerce platform
- To leverage India’s top technical talent without access to any on-ground recruiting infrastructure
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The Solution
Target in India
In 2005, Target partnered with ANSR to set up their GCC in India, aiming to build strategic capacity to help in their digital transformation and omnichannel initiative. The GCC started with a small team focusing primarily on building IT capabilities and supporting the US headquarters. Today, nearly every aspect of the core business is represented by the GCC, which in effect has become the second headquarters having a strong connection back to the enterprise.
Target’s tech team brings alive some of its most important strategies across diverse functions such as Marketing, Supply Chain, Products, Technology, Stores, Internal/External Branding, Data Sciences, and Robotic Process Automation (RPA). Leveraging agile methodologies and open source softwares, the team has over 124 open source repositories on its GitHub.
One with the headquarters
Unified by its Culture of Learning and One Team Pride, Target in India is a high-performing ecosystem that mirrors its U.S. headquarters, and is uniquely positioned to solve important business problems for Target, and the Retail industry.
Nearly every aspect of Target’s business is represented in Bengaluru, and a strong connection to HQ means ideas and results flow seamlessly across the globe. Target in India works on some of Target’s most important strategies – things like AI, machine learning, in-house engineering, data science strategies, computer-generated imagery, and much more. The team is also building the technology infrastructure that enables new ways for guests to shop: 3D Shoppable rooms on target.com, Order Pickup, Drive Up, 2-day shipping, and orders delivered by Shipt™.
Other functionalities powered by Target in India include a unique Guest Order Management system and the Enterprise Checkout system, helping deliver 2-day delivery and a seamless in-store and online experience. Additionally, the design and packaging of Owned brands like Good & Gather has achieved over $1 billion in sales within a year.
Impact
25%
8+
8 TB
Data is processed every day by Target’s technology team
