Brian Cornell
Analyst · Goldman Sachs
Thanks, John, and good morning, everyone. Our second quarter comparable sales decline of 1.1% was near the middle of our guidance range for the quarter but well below the results we expect to deliver over time. Against that backdrop, we reported much stronger-than-expected profitability. This outperformance was driven by our ongoing cost-saving efforts, which benefited both our gross margin and expense rates in the second quarter. These benefits helped to offset pressure from the current promotional environment, declining comp sales and the investments we're making in our team. I want to pause and thank our team for delivering this outstanding financial performance.
At the same time, I want to emphasize that we are committed, first and foremost, to restoring positive comp sales growth in the quarters and years ahead. Based on the conversations with many of you, we know there's a great deal of focus on the broad macro challenges facing retailers, including a consumer focused on experiences, the impact of price deflation and a channel shift into digital. These are real challenges, but they are not new to our business. With the right strategy and strong execution, we've demonstrated our ability to perform in the face of those challenges, and our expectation is that we will continue to be a top retail performer over time.
In the second quarter, our #1 challenge was traffic, which affected sales in all of our merchandise categories, and consistent with the first quarter, we saw higher-than-normal variability in sales patterns. Despite these challenges, we're encouraged that we saw the strongest sales performance around key second quarter events, including Memorial Day, the Fourth of July and the beginning of the Back-to-School season.
As we analyze the drivers of our second quarter performance, we've identified some company-specific challenges we are actively addressing. This includes meaningful pressure in Electronics, where we saw a double-digit decline in comp sales this quarter, accounting for approximately 70 basis points of overall comp decline. Notably, about 1/3 of this pressure was driven by Apple products, which were down more than 20% in the quarter. We're focused on reversing these trends, and we're collaborating with Apple and other vendor partners to evolve our assortment and accelerate innovation to deliver stronger sales.
In Grocery, despite improvements in assortments, quality, freshness, presentation and in-stock, we were disappointed with our sales performance as we saw a small comp sales decline in the second quarter. While our Grocery business was negatively impacted by Food deflation, which accounted for about 20 basis points of pressure, we clearly have more work to do to unlock the growth potential in this important category. Given our recent performance and the increasingly competitive Food environment, we're revisiting our second half Grocery efforts, from presentation to assortment to promotion, to improve our competitive position. And as I will discuss in a few minutes, we'll be leveraging the learning from our LA25 remodels to help guide our plans going forward. Beyond Food, we are rebalancing our messaging and promotions to ensure we continue to drive strong performance in Style categories and reach consumers who are intently focused on value in this environment.
Finally, we experienced soft second quarter traffic trends in the pharmacies in our stores as we completed the rebranding transition from Target to CVS across the country. The execution of the transition went very smoothly, and we've been very pleased with the level of collaboration between our teams and our partners at CVS. While it's not surprising that the rebranding activity has resulted in some near-term disruption, we're focused on restoring growth in this traffic-driving area in our stores.
As a result, we're working closely with our partners at CVS as they launch media, marketing and member engagement campaigns to increase awareness and utilization of CVS pharmacies in our stores. In addition, CVS is executing an in-store engagement campaign and plans to offer special flu shot incentives at the pharmacies in our stores. As we take steps to increase awareness of the CVS-Target partnership, both among our guests and members of the CVS PBM business, we expect to reaccelerate pharmacy traffic in our stores over time.
Despite this quarter's challenges, we're pleased that the fundamental elements of our strategy are continuing to shape our results. Comparable sales in signature categories continue to lead the company, reflecting investments we've made in quality, presentation and marketing. In the second quarter, comp sales growth in these categories outpaced the company by approximately 3 percentage points.
Within signature, we saw particular strength in both Kids and Style. Results in Kids reflected the launch of Cat & Jack, which is now positioned to become our biggest own brand. After the July rollout of this brand, we saw double-digit growth in Cat & Jack sales when measured against comparable sales of Circo and Cherokee last year.
Within Style, we continue to benefit from strength in women's Apparel. We saw a mid-single-digit comp increase in the quarter. This performance was dribbled -- driven by double-digit growth in our Xhilaration brand, which is focused on a younger style-savvy guest. In addition, we're really pleased with the performance of Who What Wear, which is one of the most productive brands on our women's floor pad. As a result, we're expanding the range of this assortment for the fall, inviting more of our guests to enjoy the items from this fashion-forward collaboration.
Digital sales grew more than 16% in the second quarter on top of 30% growth last year. We continue to invest in Target's digital assets to enhance the guest experience and drive sales in all channels, and our results demonstrate the impact of the investments we've made over time. For example, several years ago, we told you we had an opportunity to improve our digital conversion. Since then, we've invested to improve our conversion performance by streamlining online checkout, making the site more appealing and easy to use, enhancing our personalization capabilities and improving search.
As a result, for several years in a row, we've seen meaningful improvement in our digital conversion across all platforms, particularly in mobile. In the second quarter, we launched a brand-new fully adaptive site, which means we now provide a seamless experience across all platforms, from desktop to tablets to smartphones. This is increasingly important because, for many guests, a single purchase journey crosses over 2 or more of these digital devices.
We're really pleased with the results in our new flexible-format stores, which are designed for very dense urban and suburban neighborhoods. These stores allow us to operate in areas we've never been able to serve with our largest-format stores, allowing us to extend our reach to consumers with high affinity for our brand. In July, we opened up new flex-format stores in Washington Square in Philadelphia, Lincoln Park in Chicago, Commonwealth in Boston and Forest Hills in Queens. We're excited to be serving guests in these iconic neighborhoods, and the guest response to these new locations has been fantastic.
Financially, flexible formats are very successful. The sales productivity is much higher than our company average, and they've been meeting or exceeding our profit targets. In total this year, we're planning to open 14 flex-format stores, including a multilevel location in TriBeCa this October. Based on our experience to date and our investments in capabilities, we're increasingly confident in our ability to successfully open and operate stores in a variety of neighborhood settings across the country. As a result, we're accelerating our pipeline of locations we can open in future years, and we expect flex-format stores to be a key driver of future growth.
In our existing stores, we continue to invest in presentation and experience, particularly in signature categories. We completed the remodeling of our LA25 test stores in the second quarter, and we're in the early stages of a robust learning plan to measure guest reaction to the changes we've made. Overall, we're encouraged by initial results in these stores, and we're already rolling out some of the innovation from these stores more broadly. Namely, we're pleased with the presentation innovation in Home and Apparel and results from our work to elevate the order pickup experience. So we're already extending these innovations beyond the LA market.
In addition, the changes we've made to the Food area in the LA25 test stores has really resonated with guests. Grocery sales in these stores are trending 2 to 3 percentage points higher than the comparison stores. Relative performance in produce is even stronger, driving perishable comps that are more than 5 percentage points higher than the comparison stores.
Guests have told us the new Food area now feels more intimate and separate from the rest of the store, providing a distinct Grocery shopping experience they prefer. We're very encouraged with these initial observations, and we'll continue to leverage learning from these stores as we work to improve Grocery performance across the chain.
We are fortunate to have a strong balance sheet and a business that generates a lot of cash even in challenging times. This cash allows us to make long-term investments in our business while returning cash to our shareholders at the same time. In June, we announced that our board had approved a 7.1% increase in our quarterly dividend, supporting our 45-year record of annual dividend increases. In addition, our cash position allowed us to return well over $1 billion through share repurchase in the second quarter in support of our goal to return $3.5 billion or more this year.
Looking ahead, we're very excited about the Back-to-School and Back-to-College season, which is second only to the fourth quarter holiday season in terms of importance. In Back-to-School, we continue to work with kids and parents to inform our product design and development process. So it's only natural that this year, we engaged with kids to design and execute our Back-to-School marketing campaign. Kids led all aspects of this campaign: drafting storyboards, illustrating creative content, directing the spots and performing the music.
To make shopping fast and convenient for busy families, this year, we partnered with teacherlists.com to make nearly 1 million school supply lists available with our School List Assist tool on target.com. This tool allows parents to quickly and seamlessly purchase supplies off their kids' class lists, arrange for Store Pickup or have the items delivered directly to their home.
In Back-to-College, our marketing campaign is designed around today's students which are digital natives. In this campaign, we're partnering with 3 recent graduates to create inspiring, do-it-yourself videos to help college students make their new dorm room or apartment feel like home. In addition, we provided tools to make college shopping convenient and fun, including college registry, order pickup, subscriptions and special offers on Cartwheel. As we've done for more than 15 years, we're hosting Back-to-College after-hour shopping events, which will take place at 85 colleges and universities in the next couple of months. In these events, we provide free bus transportation from campus and provide students the opportunity to stock up and save on everything they'll need for school.
I want to pause here and mention how happy we are to have Mark Tritton on the Target team. Mark took on the role of Chief Merchandising Officer in the second quarter, and he's spent the last couple of months getting to know his team and becoming immersed in our business. Mark is creative and passionate about retail. He's had an amazing career building iconic brands, and I'm confident he'll be able to grow both our own brands and our Target brand. Mark is planning to speak on this conference call next quarter, when he'll outline our merchandising and marketing plans for the holiday season.
We continue to believe we're focused on the right strategic priorities, and we're confident in our ability to grow profitably over time. We believe it's appropriate to update our sales and EPS outlook for the remainder of the year. Our decision is informed by the retail sales environment and the variability we continue to see in our weekly and regional results. While we are laser-focused on accelerating traffic and sales, it's prudent to build near-term business and inventory plans that are consistent with recent trends. As always, we'll be prepared to flex those plans upward if results begin to recover in the second half of the year.
Before I turn the call over to John, I want to spend a second with a special thank you to our team and our stores. I visit our stores around the country nearly every week, and I'm so grateful to have a group of such smart and friendly team members serving our guests. John's team at headquarters is focused on ways to simplify our processes, modernize our supply chain and help ensure our stores feature the right assortment of items that are in stock every day. When we back up an outstanding team with the right business fundamentals, we offer an unparalleled experience in retail.
With that, I'll turn the call over to John, who'll provide more details on his team's efforts to modernize our supply chain and improve our operations. John?