(Reuters) – Goal Corp’s (TGT.N) revenue forecast for the important thing vacation quarter fell in need of analyst expectations, sending its shares down almost 10 p.c, because the retailer continues to chop costs and put money into its supply choices to draw extra clients.
The Minneapolis-based retailer has slashed costs on hundreds of things this yr and shored up supply and success techniques to compete with rivals like Wal-Mart Shops Inc (WMT.N) and on-line retailers resembling Amazon.com Inc (AMZN.O).
The outlook overshadowed better-than-expected third-quarter gross sales and revenue. The vacation buying season can symbolize 20 p.c to 40 p.c of annual gross sales for a lot of retailers.
The large-box chain forecast adjusted earnings of $1.05 to $1.25 per share for the fourth quarter, significantly under the common analyst estimate of $1.24. It expects same-store gross sales within the quarter in a spread of flat to 2 p.c greater.
In October, Goal mentioned most of its vacation presents would value lower than $15 and that it might provide clients free delivery starting in November.
Labor prices shall be greater this quarter than in current vacation seasons. Goal has employed 100,000 non permanent vacation employees, up from 70,000 in every of the prior 4 years, and raised its minimal hourly wage this yr by 10 p.c.
“These items shouldn’t be seen as prices, however as investments in the way forward for the corporate. With out them, we imagine Goal’s future can be bleak,” mentioned Neil Saunders, managing director of GlobalData Retail.
“Sadly, the tempo at which the corporate is shifting is gradual.”
Shares have been final down 7.eight p.c at $55.25 in morning buying and selling.
Goal is eyeing the profitable vacation toy market, following the September chapter and ongoing restructuring of Toys “R” Us, the most important U.S. toy chain.
“We’re taking part in to win in toys. We predict there may be alternative to increase share,” Chief Government Brian Cornell mentioned on a media name.
Goal’s third-quarter gross margin slipped to 29.7 p.c from 29.eight p.c, and Chief Monetary Officer Cathy Smith mentioned margin strain ought to proceed into the vacation quarter.
Identical-store gross sales topped estimates, rising zero.9 p.c within the quarter as the worth cuts drove a 24 p.c soar in comparable on-line gross sales. Analysts anticipated a zero.four p.c improve, in accordance with Thomson Reuters I/B/E/S.
“Twenty 4 p.c on-line development continues to put Goal within the higher echelon of brick-and-mortar retailers from a share development perspective,” mentioned Moody’s lead retail analyst Charlie O‘Shea.
“All-in-all, we imagine Goal is executing its strategic plan successfully.”
In a turnaround introduced in February, Chief Government Brian Cornell vowed this yr to double the variety of small-format shops, make investments closely in e-commerce, aggressively promote merchandise and hold grocery costs low to compete with Wal-Mart, Amazon and grocery store chain Kroger Co (KR.N).
Goal’s Chief Merchandising Officer Mark Tritton mentioned comparable grocery gross sales rose barely, helped by demand for produce.
Excluding gadgets, the corporate earned a revenue of 91 cents per share within the quarter ended Oct. 28, beating the common analyst estimate of 86 cents. Gross sales rose 1.four p.c to $16.67 billion, topping the common estimate of $16.61 billion.
Reporting by Sruthi Ramakrishnan in Bengaluru and Richa Naidu in Chicago; Modifying by Bernadette Baum and Meredith Mazzilli