Target’s New CEO Says Technology Is a Top Priority

February 5, 2026 - 11:21

In his first major address to employees, Target's new CEO, Michael Fiddelke, outlined a clear vision for the retailer's future, placing technology at the forefront of its strategy. Speaking at a company-wide town hall, Fiddelke emphasized that technological advancement is now a top priority, integral to enhancing every aspect of the customer and team member experience.

Fiddelke, who officially assumed the role earlier this month, stated that the goal is to move beyond merely fixing problems. Instead, the focus will be on proactive innovation, leveraging technology to improve merchandise selection, streamline in-store operations, and build a more resilient and efficient supply chain. This tech-centric approach is seen as essential for staying competitive in a rapidly evolving retail landscape.

The announcement signals a renewed commitment to digital infrastructure and data analytics. By investing in these areas, Target aims to create a more seamless omnichannel experience, ensuring that whether customers shop online or in physical stores, they receive consistent value and convenience. Fiddelke's message underscores a strategic pivot where technology is not just a support function but a core driver of growth and customer loyalty for the retail giant.