Frequently Asked Questions

What does OPU/DU stand for?

OPU stands for online pickup and DU stands for drive-up.

What is classified as digital sales at Target?

Digital sales include all sales through the online pickup, drive-up, and SHIPT fulfillment channels.

What is digital penetration?

Digital penetration is the percentage of total sales through digital sales channels.

What does conversion mean in this context?

Conversion is referencing the growth and change of in-store sales to online sales channels, a primary goal for Target!

How are impressions calculated?

We report impressions as the product of the total unique items featured in the booklet and the number of booklets distributed. Also, digital initiatives drive continual impressions which aren’t reflected in our report, so this number is likely much larger!

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