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A behind-the-scenes

look at the architecture powering 

target’s “Brick & Mobile” Strategy
1
Maria Brinas-Dobrowski
Engineering Manager - Digital, Target
A Behind-the-Scenes Look at the
Architecture Powering Target's "Brick &
Mobile" Strategy
Maria Brinas-Dobrowski
engineering manager - digital
@maridob
Digital is becoming Target’s DNA
“I want to make sure our guest and our entire
organization know we are committed to digital.”

~ Brian Cornell, Target CEO
Investment
1000000001
our 2015 technology investment
(approximately)
Our Guest
38	
  %	
  
1-­‐2	
  people
42	
  %	
  
3-­‐4	
  people
20	
  %	
  
5+	
  people
Household	
  Size
37	
  %	
  
men
63	
  %	
  
women
Visitor	
  Demographics
Less Talking, More Doing
1,795 stores in 49
states
+347,000 team
members
7 HQ locations
2 data centers
41 distribution centers
Culture Change
• Embrace Testing and Learning
• Moving the speed of digital within retail
• Be Agile
Credits:	
  http://hqwallbase.com/images/big/city-­‐old-­‐retro-­‐horses-­‐wallpaper.jpg
#throwbackthursday
Team Member
Our Guests
WIFI
Hybrid
Native Service	
  Calls
Cloud
iPod
Apple	
  ID
Devices
MDM
BLUETOOTH
APPLE
NETWORK
LTE
OAuth2.0
PAYMENT
Servers
OS	
  Version
Apps
Kiosk
JSON
Vibrate
Store Environment

What it should look like?
Guest In-­‐Store Headquarters
if	
  let	
  mobileapp	
  =	
  level.complexities	
  {	
  
	
  	
  	
  	
  return	
  true	
  	
  
}
http://liveyourlegend.wpengine.netdna-­‐cdn.com/wp-­‐content/uploads/2010/09/30-­‐Day-­‐Challenge-­‐Soldiers1.jpg
Mobile Technology Stack
workingtogether
18
fewchallenges
Deliver fast quality digital
productsprof
We need to know
understand our users
fromourguest
What about our team
members?
teammemberfeedback
newrelicmobile
• We’re not always going to get it right the first
time.
• Know when to pivot or persevere
• Be the change you want to see
keytake-away
thank you & keep in touch
Target Tech Blog
http://target.github.io
@maridob
Maria Brinas-Dobrowski

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