Gregg Steinhafel
Analyst · Citi
Thank you. Good morning, and welcome to our 2012 Third Quarter Earnings Conference Call. On the line with me today are Kathy Tesija, Executive Vice President, Merchandising and Supply Chain; and John Mulligan, Executive Vice President and Chief Financial Officer.
This morning, I'll provide an overview of our third quarter results and highlight some of our enterprise strategic priorities, and Kathy will discuss category results, guest insights and upcoming initiatives. And finally, John will provide more detail on our third quarter financial performance, along with our outlook for the remainder of 2012. Following John's remarks, we'll open the phone lines for a question-and-answer session.
As a reminder, we're joined on this conference call by investors and others who are listening to our comments today via webcast. Following this conference call, John Hulbert and John Mulligan will be available throughout the day to answer any follow-up questions you may have. Also, as a reminder, any forward-looking statements that we make this morning are subject to risks and uncertainties, the most important of which are described in our SEC filings.
Finally, in these remarks, we refer to adjusted earnings per share, which is a non-GAAP financial measure. A reconciliation to our GAAP results is included in this morning's press release posted on our Investor Relations website.
We're very pleased with Target's third quarter financial performance, which we announced earlier this morning. Our U.S. operations generated adjusted earnings per share of $0.90, above the midpoint of our guidance and 4.3% above last year's very strong performance.
Our third quarter GAAP earnings per share increased 17.6% to $0.96, as dilution related to our Canadian segment investments was more than offset by favorable tax items and a gain on the pending sale of our receivables portfolio.
Our U.S. Retail segment generated third quarter comparable-store sales growth of 2.9%, in line with our guidance going into the quarter. And this segment generated an EBIT margin rate a bit ahead of expectations, matching our very strong profit performance in the third quarter of 2011. This profit performance reflects the continued benefit of thoughtful and disciplined expense management throughout the organization.
For the last 2 years, we have relied on this discipline to offset gross margin rate investments we've made in our 2 most visible growth strategies: 5% REDcard Rewards and our PFresh remodel program. I want to thank our team for reliably delivering on this expectation quarter after quarter, successfully controlling expense growth while continuing to provide an outstanding experience for our guests.
We also remain focused on improving our online shopping experience, which has resulted in robust growth in online sales and meaningful increases in guest satisfaction scores. In addition, as we further increase the functionality and ease-of-use of our award-winning mobile apps, we continue to generate rapid growth in the mobile channel.
We've rolled out free in-store WiFi across the chain, allowing guests to research products and use our apps while they're shopping in our stores. And we'll continue to integrate digital features into our fourth quarter marketing, incorporating QR codes in our store signing and marketing vehicles. Looking ahead, we will continue to invest meaningful resources to ensure our stores, online and mobile platforms provide a seamless experience that allow our guests to engage with us, wherever and whenever they choose.
We continue to be pleased with initial results from our newest format in the United States, CityTarget. After 2 additional third quarter openings, we now have 5 CityTarget stores operating in 4 different metropolitan areas: Chicago, Los Angeles, San Francisco and Seattle. As expected, initial traffic to these stores have been strong, while gross margin mix has been slightly better than expected. The CityTarget team has done an outstanding job, accomplishing a virtually flawless launch of this new format. We plan to open 3 more CityTarget locations in 2013.
Our U.S. Credit Card segment delivered another outstanding quarter, with risks at historically low levels and profitability near historic highs. In addition, following extensive efforts, we were very excited about this quarter's announcement of our agreement to sell our Credit Card portfolio to TD Bank Group, accomplishing all of our goals for a sale, including moving the assets off our balance sheet, maintaining the deep integration between our Retail and Credit Card operations, continuing to earn the majority of profits generated by this high-quality portfolio and importantly, finding the right partner who will be aligned with our goals for portfolio growth and profitability. We're pleased to be working with the outstanding management team at TD Bank, and we look forward to closing this transaction in the first half of 2013.
In our Canadian segment, we're moving forward in our efforts to open our first stores by next April. We now have 45 stores under renovation, and we have 1 distribution center operating and another one scheduled to come online soon. And we are on track with implementation and testing for our Canadian segment technology platform.
Most importantly, we continue to be very pleased with the quality of talent we are hiring for our Canadian team, both at headquarters and for our stores organization who will serve as the primary ambassadors for the Target brand. While there are many significant milestones to come, we feel very good about our ability to open our first Canadian stores on time, on budget and on brand.
As we look ahead to the fourth quarter, we feel very good about our ability to deliver inspiring merchandise, most wanted gifts and unbeatable value, while also generating expected profitability. Our stores are ramping up their preparations to deliver a Target brand experience on Thanksgiving weekend, delivering must-have items at incredible prices for an event which promises to be bigger than ever. Following that weekend, we will launch a series of merchandising and marketing plans designed to sustain excitement all the way to Christmas, with our groundbreaking partnership with Neiman Marcus at the top of the list. Kathy will provide more detail in a few minutes, but with more than 2 billion media impressions already, this event is clearly creating a lot of excitement.
While programs like Neiman Marcus event continue to elevate the Expect More side of our brand promise, we know that it's crucial for Target to continue to combine differentiation with unbeatable value. That's why we're very pleased to announce our new online price match and extended Holiday Price Match at our media event last month. These programs are yet another way we work to assure our guests that they can feel good about shopping at Target. The fact that we can offer these programs convey our confidence in Target's prices, which are consistently low every day and even lower when we run a promotion. These programs, along with our ongoing price match guarantee and 5% Rewards, allow our guests to shop at Target, a store they love, with the confidence that they're getting the very best deal.
And importantly, price matching is fully integrated into our overall profit plan for the fourth quarter. As you know, every year, we invest aggressively in price to provide value during the holiday season. Our price matching programs complement our holiday promotional plan, and we believe they are a smart way to invest in price to deliver compelling value for our guests.
While we continually look for ways to broaden our reach and appeal to a wider set of guests, we believe our first and best opportunity lies in deepening our relationship with our core guests, earning additional trips and spending from them. A prime example is 5% REDcard Rewards, which motivates our current guests to shop at Target much more often, generating an average sales increase of more than 50% in households that begin using a REDcard.
This program turns less-engaged guests into some of our best guests, and makes our best guests even more valuable. We're on pace to add over 3 million credit and debit accounts this year, creating a powerful platform to provide additional loyalty features. For example, last month, we announced that in addition to saving 5% on every purchase in stores and at target.com and earning free shipping on all target.com purchases, REDcard holders will now receive an extra 30 days to return their purchases, if needed.
Guest response to 5% Rewards continue to exceed our expectations, as penetration of sales on our cards rose to a record 14% in the third quarter. This is nearly 3x the 5.5% penetration we experienced 2 years ago in the third quarter of 2010 when we launched the program nationwide.
Similarly, our PFresh remodel program, which launched in 2009, was a result of research with core guests who told us they would shop at Target more often if we provided them a more compelling food assortment, including perishables. The addition of a deeper food assortment gave us the opportunity to completely reinvent our general merchandise format, transforming categories throughout the store in a visually compelling environment. Today, we operate 1,130 stores that have either been remodeled or newly built with this layout. And our guests continue to tell us they love what we've done to their Target store.
Together, 5% Rewards and our remodel program are making Target more relevant to our guests than ever, creating an outstanding platform for future innovations in our merchandising and loyalty programs.
As I look across our business today, I'm very pleased with our performance throughout the enterprise. Our team is doing an outstanding job of balancing strategic innovation with day-to-day excellence in execution.
The team is aligned and motivated in support of our strategic roadmap and delivery of our long-range financial plan. And as John will cover in more detail, we're anticipating 2012 adjusted EPS that will keep us on track in the delivery of that long-range financial plan.
Before I turn the call over to Kathy, I want to personally thank the thousands of Target team members in the Northeast who have worked tirelessly to help their local communities recover from Superstorm Sandy. Our thoughts and prayers are with those whose lives were affected by this terrible storm.
Now Kathy will provide more detail on our third quarter results, recent guest insights and provide more detail on initiatives for the fourth quarter and beyond. Kathy?