Get ready for a pricing war.
"We're investing in stores, we're investing in our supply chain and in digital," CEO Brian Cornell said, speaking Tuesday at the company's analyst meeting in New York. "We're investing to win share not surrender it."
Starting this year, Target will invest $1 billion in operating profit annually through 2019, with about $400 million dedicated to gross margins, Cornell said. Target also plans to invest about $7 billion in capital over the next three years.
Part of these investments will include slashing prices on its goods, but the company also plans to add more than 100 small format stores by 2019 around urban areas, dense suburbs and colleges.
The news comes as rival Wal-Mart has been investing money to deliver lower prices to shoppers and Target has struggled to revive its sales. Earlier Tuesday, Target posted earnings and sales that missed expectations. At its meeting with the financial community, Target plans to outline its strategies to revitalize the business.
Target's stock price sank more than 13 percent in early trading, putting it on pace for its worst day since Aug. 31, 1998, when the company shed more than 16 percent.
"While the transition to this new model will present headwinds to our sales and profit performance in the short term, we are confident that these changes will best position Target for continued success over the long term," Cornell said in the company's earnings release.
Target has struggled to keep pace with Wal-Mart, which has been pouring money into its stores, employees and digital operations. While these initiatives have weighed on Wal-Mart's bottom line, they've helped jump-start its revenue.