When Maria Brinas-Dobrowski started at Target as a technical architect consultant two and half years ago, she was immediately drawn into discussions on what would be the giant retailer’s next-generation mobile device for store workers and its next application architecture.

Target hopes this transition will help digital become part of the company’s DNA, Maria told her audience at New Relic’s FutureStack15 user conference late last year. The company plans to use mobile as part of its omni-channel strategy, she said. Target wants to deliver the same great experience whether “guests” (customers) are in the store, on the Web, or on a mobile device.

maria brinas dobrowski at futurestack

The company is spending $1 billion, she said, to grow from the “analysis paralysis” of being a “superior planner and inferior doer” to being “a superior planner and at the same time a superior doer.”

That means embracing progress over perfection and evolving from waterfall development to more agile techniques. She asked audience members to imagine the shock among Target’s 347,000 team members, 1,800 stores, 41 distribution centers, 7 headquarters, and 2 data centers when the company said it was going to deploy new digital apps on team members’ in-store mobile devices every 6 months—and test Minimum Viable Products and Proofs of Concept in the stores!

That kind of change can be disruptive, Maria acknowledged. When you are deploying across 1,800 stores, suddenly issues start coming out. That’s one way New Relic Mobile APM can help. “It’s not just about crisis management,” Maria said, “it’s also about performance analytics.” For Target, “performance is not a luxury, it’s a requirement.”

You can see all available FutureStack15 presentation videos, including the keynotes, at our FutureStack15 YouTube playlist. We’ll be adding more in the coming days and weeks, so subscribe now!


Photos: © Andrew Weeks Photography

Disclaimer: The views expressed in these presentations are those of the respective speakers and do not necessarily reflect the views of New Relic. By providing access to these presentations, New Relic does not adopt, guarantee, approve or endorse the information, views or products discussed therein. The respective presentation speakers have given permission to New Relic to post the content they presented onstage.


Fredric Paul (aka The Freditor) is Editor in Chief for New Relic. He's an award-winning writer, editor, and content strategist who has held senior editorial positions at ReadWrite, AllBusiness.com, InformationWeek, CNET, Electronic Entertainment, PC World, and PC|Computing. His writing has appeared in MIT Technology Review, Omni, Conde Nast Traveler, and Newsweek, among other places. View posts by .

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