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consumers are coming back to target and it showing in the retailer's quarterly profits that hit the market today the chains turnaround plant is taking hold thanks to a big boost in online sales and a focus on higher margin signature goods such as apparel health and wellness products and items for children and babies new c. e. o. brian cornell a former pepsi executive and the first outsider ever to lead target has had the formidable task of bringing customers back to the brand after a devastating data breach and a botched expansion into canada that cost the company more than five billion dollars , trimmed wednesday's earnings show investment in technology has paid off , the company saw an impressive thirty eight percent jump in online sales of note a special sale of items from high end designer lilly pulitzer in april that brought back some of that tar jay glitz and was so popular it reportedly forced the company to take down its website due to excessive traffic , still targets chief financial officer said consumer sentiment remains choppy in these times and that it was tough to say if target is stealing shoppers from rival walmart which posted disappointing earnings yesterday