Tahlequah Daily Press

Get the scoop!

February 26, 2014

Data breach hits Target's profits, but that's only the tip of the iceberg

— Target's new year is off to a rocky start.

In its first financial release since the December breach that enabled the theft of millions of customers' payment data, Target said profits fell 46 percent and that the breach had already cost the retailer $17 million. The final tally will be bigger, the company said, but it's unclear by how much.

The results don't surprise retail analysts, but they signal the onset of a rough year for one of the nation's biggest retailers while the industry is already facing setbacks. The extreme winter weather, weak holiday sales, sluggish labor market and low consumer confidence have hit most retailers' profits.

Target had the added burden of dealing with the breach in the midst of the critical holiday season. Sales nose-dived once news of the attack broke a week before Christmas. Target tried to pacify customers and salvage its sales by offering customers an extra 10 percent discount. But that wasn't enough, and the company lowered its earnings estimate in a January update to investors, citing the breach announcement.

Target said it couldn't provide an estimate of how much the breach would cost because of an ongoing government investigation.

"Regardless of the ultimate dollar amounts, we have the financial strength to move beyond these near-term impacts," John Mulligan, Target's chief financial officer, said in a call with investors Wednesday.

While the quarterly decline looks like a blip next to the big-box retailer's $73 billion annual sales, analysts say Target has a long way to go before it's out of the woods. Even after the immediate fallout from a data breach subsides, companies face costs that eat into their profits for years, according to industry observers. When the scale of the attack is as large as the Target one - up to 110 million customers' records were stolen - the price tag is higher.

More important, companies have to rebuild shoppers' faith in their brands, which is never an easy task.

On a recent snowy afternoon in the Target at Prince George's Plaza in Hyattsville, Md., it was business as usual. A lunchtime crowd milled around the store, and many customers used cards to pay for purchases. But shoppers weren't immune to the effects of the breach.

Mayelin and Jatnna Jimenez, both victims of the payment card theft, said they had changed the way they shopped at Target. Mayelin said she hadn't bought anything at the store since the holidays, while her sister said she used cash to pay for her purchase that afternoon. Both had been issued new cards by their banks, they said.

"We love Target, but we are disappointed," Mayelin Jimenez said.

Freda Miller was more optimistic. Miller said she was also affected by the data breach and was concerned about the security of payment systems. But she continued using her card to shop at the store, she said.

"I trust Target will stand by its customers," she said.

The hacking attacks on Target, Neiman Marcus and other retailers have triggered debates in Washington about data security practices, the country's outdated payment technology system and breach notification laws.

For Target, they have also unleashed a litany of costs that include legal fees, software updates, customer reimbursement and damage control. An exact figure is tricky to pin down, security experts say, but it won't be small. So far, the company has had to pay out $61 million in relation to the breach, of which it expects $44 million to be covered by insurance.

"They can't get out of this for less than $100 million," said John Kindervag, vice president and principal analyst at Forrester Research.

If an ongoing government investigation finds Target at fault for not complying with industry-specific security standards, the company faces fines in the range of $400 million to $1.1 billion, according to an estimate by Jefferies, an equity research company. That figure did not include lost sales or customer goodwill, the firm said. Banks foot the bill for reissuing customers new cards, but Target could end up paying part of that share depending on its agreement with financial institutions, experts say.

To understand how much the retailer stands to lose, analysts point to the 2007 attack that hit TJX, the parent company of T.J. Maxx and Marshall's. Hackers stole the payment data of more than 45 million customers by exploiting an unsecured wireless network. TJX's initial estimates put the damage at about $25 million, but once the dust settled, the company ended up paying more than $250 million. That probably means Target's troubles are just beginning.

 "I doubt that we'll ever really know the full costs," said Kindervag.

Target reported net earnings of $520 million in the fourth quarter, down 46 percent from a year ago. For the full year, revenue was down more than 34 percent, while sales fell 6.6 percent during the fourth quarter. The company's share price was up more than 7 percent in morning trading Wednesday.

 

1
Text Only
Get the scoop!
  • 20140727-AMX-GUNS271.jpg Beretta, other gun makers heading to friendlier states

    In moving south and taking 160 jobs with it, Beretta joins several other prominent gunmakers abandoning liberal states that passed tough gun laws after the Newtown shooting.

    July 28, 2014 1 Photo

  • Fast food comes to standstill in China

    The shortage of meat is the result of China's latest food scandal, in which a Shanghai supplier allegedly tackled the problem of expired meat by putting it in new packaging and shipping it to fast-food restaurants around the country

    July 28, 2014

  • Dangerous Darkies Logo.png Redskins not the only nickname to cause a stir

    Daniel Snyder has come under fire for refusing to change the mascot of his NFL team, the Washington Redskins. The Redskins, however, are far from being the only controversial mascot in sports history.  Here is a sampling of athletic teams from all areas of the sports world that were outside the norm.

    July 28, 2014 3 Photos

  • CATS-DOGS281.jpg Where cats are more popular than dogs in the U.S.-and all over the world

    We all know there are only two types of people in the world: cat people and dog people. But data from market research firm Euromonitor suggest that these differences extend beyond individual preferences and to the realm of geopolitics: it turns out there are cat countries and dog countries, too.

    July 28, 2014 1 Photo

  • 'Rebel' mascot rising from the dead

    Students and alumni from a Richmond, Va.-area high school are seeking to revive the school's historic mascot, a Confederate soldier known as the "Rebel Man," spurring debate about the appropriateness of public school connections to the Civil War and its icons.

    July 28, 2014

  • HallofFameBraves.jpg Hall of Fame adds businesslike Braves, Frank Thomas, managers La Russa and Torre

    Atlanta Braves pitchers Greg Maddux and Tom Glavine, and their manager, Bobby Cox, dominated much of baseball during the 1990s. This weekend they went into the Hall of Fame together.

    July 28, 2014 1 Photo

  • wd saturday tobias .jpg Stranger’s generosity stuns Ohio veteran

    Vietnam War veteran David A. Tobias was overwhelmed recently when a fellow customer at an OfficeMax store near Ashtabula, Ohio paid for a computer he was purchasing.

    July 28, 2014 1 Photo

  • How spy agencies keep their 'toys' from law enforcement

    A little over a decade ago, federal prosecutors used keystroke logging software to steal the encryption password of an alleged New Jersey mobster, Nicodemo Scarfo Jr., so they could get evidence from his computer to be used at his trial.

    July 26, 2014

  • Brother sues W.Va. senator over business loan

    U.S. Sen. Joe Manchin's brother claims he's owed $1.7 million that he loaned to keep a family carpet out of bankruptcy in the 1980s.

    July 26, 2014

  • Lynette Rae Sampson.jpg Say what?: Woman arrested after calling EPD to complain her meth was ‘laced’

    A 54-year-old Enid woman is facing felony drug charges after allegedly calling police earlier in the week and telling them she thought her methamphetamine was laced with something. Woman to officer: "I'm glad you came."

    July 25, 2014 1 Photo

  • Facebook continues moneymaking trend

    Facebook seems to have figured out - for now at least - the holy grail for all media right now: how to make money selling mobile ads.

    July 25, 2014

  • Russia's war on McDonald's takes aim at the Filet-o-Fish

    Russia said earlier this week that it had no intention of answering Western sanctions by making it harder for Western companies to conduct business in Russia.
    But all bets are off, apparently, when you threaten the Russian waistline.

    July 25, 2014

  • taylor.armerding.jpg Inequality crisis shot with factual problems, hypocrisy

    President Obama, various media and political liberals say inequality, of all things, is the defining issue of our times. Yet this message is delivered by multimillionaires and a president who jets from tee time to stump speech on the taxpayer's dime.
     

    July 25, 2014 1 Photo

  • photo of oil tanks and fiberglass salt water tank.jpg Officials investigate oil-covered barn owls, dead birds

    “These birds got into a saltwater tank that was full. Most of it’s saltwater, but there’s the scum of oil on top of it. That’s the reason why the (Oklahoma) Corporation Commission and federal rules say that those tanks have to be covered." — Oklahoma Department of Wildlife Conservation Major County Game Warden Lt. Frank Huebert

    July 25, 2014 1 Photo

  • Arizona's prolonged lethal injection is fourth in U.S. this year

    Arizona's execution of double-murderer Joseph Wood marked the fourth time this year that a state failed to dispatch a convict efficiently, according to the Constitution Project, a bipartisan legal group.3

    July 25, 2014

Poll

Do you believe school administrators and college presidents in Oklahoma are paid too much?

Strongly agree.
Somewhat agree.
Somewhat disagree.
Strongly disagree.
Undecided.
     View Results
Tahlequah Daily Press Twitter
Follow us on twitter
AP Video
US Ready to Slap New Sanctions on Russia Kerry: Not Worried About Israeli Criticism Boater Rescued From Edge of Kentucky Dam Girl Struck by Plane on Florida Beach Dies Rodents Rampant in Gardens Around Louvre House to Vote on Slimmed-down Bill for Border Looming Demand Could Undercut Flight Safety Raw: 2 Shells Hit Fuel Tank at Gaza Power Plant Raw: Massive Explosions From Airstrikes in Gaza Giant Ketchup Bottle Water Tower Up for Sale Easier Nuclear Construction Promises Fall Short Kerry: Humanitarian Cease-fire Efforts Continue Raw: Corruption Trial Begins for Former Va Gov. The Carbon Trap: US Exports Global Warming Traditional African Dishes Teach Healthy Eating
Stocks