Brian Cornell
Analyst · Wells Fargo Securities
Thanks, John, and good morning, everyone. As we step back and look at our third quarter results and our year-to-date performance, it's clear that our strategy is working and we're delivering on the financial commitments we laid out last March.
Following an extended period of declines, traffic has turned positive over the last 4 quarters and has been accelerating on a 2-year basis. Sales in signature categories have been growing much faster than our overall sales, and they are clearly exceeding industry benchmarks. So while consumers continue to spend cautiously, we feel confident as we enter the holiday season, and we're focused on continuing to deliver on both our strategic priorities and our financial goals.
As we mentioned in our last conference call, our third quarter plans were based on the knowledge that we were facing stronger prior-year comparisons than we had experienced earlier in the year. Now with the quarter behind us, I'm pleased to report that not only did we meet our forecast, we saw continued progress on our strategy.
Specifically, 2-year growth trends in comp sales, traffic and signature category performances each accelerated in the third quarter, following strong performance in the second quarter. Our third quarter adjusted EPS of $0.86 was 8.6% higher than last year and above the midpoint of our guidance range we provided at the beginning of the quarter.
Third quarter comparable sales were up 1.9%, also near the high end of our guidance and driven primarily by growth in traffic. We're really pleased that our guests are responding to the investments we're making in our assortment, presentation and shopping experience, and we're focused on building on this year's traffic increases in both stores and our digital platforms in the quarters and years ahead.
Our third quarter gross margin rate was down slightly to last year, reflecting the benefits of a favorable merchandising mix and the comparison over last year's intense promotional markdowns. These benefits were offset by reimbursement pressure in pharmacy, combined with the impact of investments in quality and innovation on our owned and exclusive brands.
Third quarter SG&A expenses were solid and in line with our expectation, as Cathy will cover in a few minutes. We reported a very healthy after-tax return on invested capital of 13% this quarter, nearly 2 percentage points higher than a year ago as progress on our strategic priorities has driven improved profitability on a relatively stable base of invested capital.
Given this favorable performance, we continue to have capacity to invest in our business while returning a compelling amount of cash to our shareholders. This quarter, we will return well over $1 billion through a combination of dividends and share repurchases, bringing our total cash return to well over $3 billion so far this year.
Consistent with our guidance, our third quarter comp sales increase was somewhat smaller than in the second quarter. From a category perspective, the entire change of pace in sales was attributable to Apparel and Electronics.
In Apparel, third quarter comp sales grew just under 3% compared with nearly 5% in the second quarter. This slowdown was correlated with warm weather in September, followed by a reacceleration when somewhat cooler temperatures arrived in October.
In the Electronics category, we saw a double-digit decline in the third quarter comp sales. This performance reflects the comparison over last year's most intense electronic promotions, which occurred in August, and the continued softness in tablets, consistent with industry trends. One standout in Electronics was wearable devices, part of the signature Wellness category, where we saw nearly 100% growth in comparable sales. Another standout was our Toy category, part of the signature kids business, which matched its second quarter growth with another 12% comp sales increase this quarter. Beyond strength in licensed products, growth in Toys was broad based across multiple subcategories, including small dolls, LEGO, action toys and board games.
We were also pleased with third quarter results from Seasonal programs, beginning with solid performance in Back-to-School and Back-to-College, all the way through Halloween, when we saw very strong increases in costumes and decor and solid growth in Candy.
And to show you why we're so excited about the upcoming Star Wars release, we had the #1 market share in Star Wars when we launched our assortment back in September.
Looking through the lens of our category roles, third quarter comp sales growth was led by signature categories, which grew more than 2.5x as fast as our overall sales. And as I mentioned, given the tougher prior-year comparisons, our 2-year stack comps in signature categories were stronger in the third quarter than either of the first 2 quarters of this year.
Beyond toys and wearable Electronics, our third quarter standouts within signature included Baby and Kids Apparel, women's ready-to-wear and Wellness items in Food.
In Food overall, for the first time this year, third quarter comp sales growth outpaced comp sales overall as our work to reinvigorate this category is beginning to shape our performance. In key categories like yogurt, where we added premium and better-for-you brands, we saw a high single digit comp sales increase in the third quarter. We saw similar comp increases in craft beer and wine, reflecting our work to enhance the assortment and bring locally relevant brands to our guests. Looking forward, we'll continue to enhance our Food assortment with a focus on Wellness, local relevance and seasonally appropriate items. And following the holiday season, we'll begin testing changes to Food shopping environments in a set of 25 remodels scheduled for the L.A. market, along with a set of SuperTarget remodels scheduled for next year.
Digital sales increased 20% in the third quarter, contributing about 40 basis points to our comp sales increase. While significantly outpacing the industry, this performance was well below our expectation of 30% growth when we -- which we outlined in the last call.
As we look at the drivers of this performance, it's clear the third quarter softness in Electronics was particularly impactful online. And like our stores, digital sales growth in Apparel was slower during much of the quarter, correlating with the relatively warm weather across much of the country. We know that our digital investments drive engagement and sales in all of our channels, and we're pleased that our third quarter sales were at the high end of our expectation. However, we believe we have an opportunity to accelerate digital transactions by enhancing the experience on target.com.
Beyond our efforts to streamline the guest experience on our site, our team is rolling out multiple initiatives that we expect to drive digital traffic and sales over time. And once again, this holiday season, we expect to be offering free shipping on all digital orders. We were very pleased with the guest response to this offer a year ago, and we expect it to be a key differentiator for Target again this holiday season. Regardless of where our guest demand is ultimately fulfilled, in a store or on a guest's front porch, we know the vast majority of our sales in all of our channels are digitally enabled. For example, our guests access our brands through a digital device both in advance of and during their trip to one of our stores. As a result, we don't think of digital as simply a selling channel, but a critical enabler for the shopping experience in all of our channels. This has significant strategic implications, both in terms of organizational structure and the way we reward our team.
Since I arrived last year, we have been evolving our approach to focus first on our core guests and build a total Target assortment that best serves the needs and expectations of our guests. Only after we've determined the appropriate assortment do we plan on how to offer to each of our selling channels.
Consider our efforts in signature categories. For more than a year now, we've been investing in these categories with the expectation that they will grow most rapidly, and we've seen this play out in all of our channels. In fact, even while our digital footprint remains relatively small, we're approaching $1 billion of annual sales in our Home category, making us one of the leading digital retailers in the space.
As we look ahead to the holidays, we are excited about our merchandising and marketing plans, and we believe we'll further differentiate Target during a critical retail season.
In Hardlines, toys has already turned in a terrific performance so far this year, and we expect this strength to continue throughout the fourth quarter when we typically generate half of our annual toy sales. This year, more than 15% of our toy assortment is exclusive to Target, including the exclusive BB-8 Droid from the upcoming Star Wars movie, which we expect to be a top seller.
We're also bringing back our kid's Wish List app this year, with enhanced features to make it easy and fun for family and friends to shop for the perfect gift for every kid in their life. Our gift catalog featuring more than 700 items was distributed to 40 million guests this year through direct mail, newspaper and distribution in our stores.
On Cartwheel, we are seeing great results from our daily toy deal, which is featuring a different toy at 50% off every day through December 24. And finally, we're bringing everything together on our kid's gifting hub on target.com, which is designed to make shopping easy for parents and gift givers while creating a destination that's fun and inspirational for kids.
In Electronics, we're excited to be one of the few retailers offering the Apple Watch in stores this season, and we expect this item to be a top gift item in wearable categories. Also in wearables, we partnered with UNICEF to offer their Kid Power Band, which encourages kids to get more active and, based on the points they accumulate, improve the lives of kids around the world.
We also expect Drone to be a big hit this season. So we're featuring nearly 20 in-store and about 4x as many online.
We're planning for a big season in video games, a key gifting category where hardware prices continue to moderate and software libraries continue to grow. And in Entertainment, where we're very excited to be featuring a Target-exclusive version of Adele's new 25 release that features 3 bonus tracks available only at Target.
As we enter the holiday season, about 1,400 of our stores are featuring mannequins in Apparel, which is about double the number we had a year ago. Also this year, we've enhanced the shopping experience by updating presentations in Home and Electronics in more than 200 additional stores for each group. So we feel great about the ability of our stores to showcase our assortment.
And this year, when our guests shop at Target for the holidays, they'll find an assortment focused on 3 key things: entertaining, decorating and gifting. To support each of these themes, we've invested in quality and differentiation, featuring real marble, hand-carved wood, copper accents and genuine leather. In fact, more than 20% of our holiday gifting items are handcrafted this year.
In Food, we're highlighting exclusive brands and flavors, including Republic of Wine, our new exclusive brand, which features unique discoveries from around the world. We're rolling out classic holiday and harvest flavors in Archer Farms, and we're offering exclusive indulgent seasonal flavors from great national brand partners with M&M's, Hershey's, Dove and Ghirardelli.
And finally, anticipation's building for Black Friday, which is just over a week away. Once again, this year, we're opening our stores at 6 p.m. on Thanksgiving, and our team is already preparing to deliver a combination of great deals and a shopping experience that makes Target different from everyone else.
But we're committed to offering compelling savings value beyond the traditional Black Friday event. Beginning this Sunday, we'll launch 10 days of deals on Electronics, Kitchenware, Toys and more, which will run through Tuesday, December 1.
This Sunday's weekly ad will also reveal special deals from our Black Friday presale, which takes place on Wednesday, November 25. For our guests who prefer to shop digitally, all of our Black Friday deals will be offered on target.com. And finally, guests who spend $70 -- $75 or more on Friday, November 27, will receive a voucher for 20% off on future purchases, redeemable from December 4 through the 13th.
Last March, in our meeting with the financial community, we outlined our plan to grow profitably by focusing on a set of key enterprise priorities. And while we have much more work to do, we remain committed to that plan and are pleased with our progress so far.
Through the first 3 quarters of 2015, we've successfully grown traffic, sales and profits a bit faster than we originally expected by focusing on our core guests and providing them with differentiated assortments and the experience they expect and deserve. But we're not slowing down because we see enormous opportunity still ahead of us. We're going to continue to focus on elevating the assortment, quality and the presentation in our signature categories.
Across every category, we'll differentiate Target's assortment by providing exclusive items from both our national branded partners and one-of-a-kind items from our outstanding product design and development team. And while we're encouraged with the recent acceleration in Food sales, we are still in the very early stages of our work to provide a unique assortment of fresh, local and healthy items to our guests.
And finally, while I'm pleased we've already made early progress in our efforts to improve our in-stock performance, I believe we've got a multiyear opportunity to improve our reliability, both in stores and in digital channels, by modernizing the way we work and refocusing on retail fundamentals.
Now I'll turn the call over to John Mulligan, who will discuss his team's early efforts to improve operations as well as John's priorities going forward. John?