Catherine Smith
Analyst · Matthew Fassler with Goldman Sachs
Thanks, John, and hello, everyone. As Brian mentioned earlier, we are really pleased that our team delivered strong traffic and sales growth in the fourth quarter. Our financial results continue to validate the strategic changes we've made, confirming that we are focused on what's most important to our guests.
Our fourth quarter adjusted earnings per share of $1.52 was well within our guidance range and up $0.03 from last year's very strong performance. Fourth quarter GAAP EPS from continuing operations of $2.31 was $0.79 above adjusted EPS, reflecting the $620 million pretax gain on the sale of our pharmacy business to CVS Health. Comparable sales grew 1.9% in the fourth quarter on top of a 3.8% increase in 2014. Traffic was the primary driver of our comp growth, up 1.3%, building on a really strong 3.2% increase last year. This quarter marked our fifth straight quarter of traffic growth, and we are committed to driving continued traffic growth in 2016 and beyond.
As I mentioned last quarter, results in our fourth quarter 2014 reflected a bounce-back from the impact of the breach in the fourth quarter of 2013. However, even on a 3-year stacked basis, our traffic was stronger in this year's fourth quarter than earlier in the year, demonstrating continued momentum from the strategic changes we've implemented. One note. Fourth quarter reported sales were down a little less than 1% from last year, reflecting our comp sales increase, offset by the impact of the sale of the pharmacy business, which closed in mid-December.
Digital sales grew 34% in the fourth quarter, and we saw the most dramatic increases in the Black Friday and Cyber Monday weeks. These increases were driven by our simple, broad and compelling offers, and as John mentioned, our flexible fulfillment capabilities played a key role in driving our fourth quarter digital sales growth.
REDcard penetration was 23% in the fourth quarter, up about 190 basis points from 21.1% last year. This increase represents a moderate acceleration from the trends we were seeing earlier in the year, combined with the impact of the removal of our pharmacy sales. Because a meaningful portion of our pharmacy sales consisted of reimbursements from third parties, REDcard penetration on our total pharmacy sales was very low. As a result, the pharmacy sale will increase REDcard penetration throughout 2016, and to add clarity, we've provided an apples-to-apples comparison in our press release schedules. For the fourth quarter, REDcard penetration would have been up about 160 basis points from last year had pharmacy sales been removed from both years.
Our fourth quarter segment EBITDA margin rate of 9.8% was flat to last year's strong performance. Among the drivers, fourth quarter gross margin rate was down about 50 basis points from last year, reflecting a small benefit from sales mix, including the removal of pharmacy sales, offset by investments in promotions. As John mentioned earlier, last year's stronger-than-expected comparable sales growth drove very strong gross margin rate performance in fourth quarter 2014 as regular priced selling on Seasonal items was unusually high. This year, with sales in line with our expectations, our gross margin rate reverted to a more normal level, given the competitive dynamics we faced in the fourth quarter.
Every holiday season, we gain insights into the evolution of our guests' shopping behavior, and this year's results showed us that clear, compelling, broad-based offers are appealing to our guests. This insight will inform our strategy as we work to further refine our promotional effectiveness in 2016.
Favorability in our selling, general and administrative expense rate offset the fourth quarter gross margin rate decline. This performance reflected an increase in our store Apparel expense rate, driven by investments in our store team, including the visual merchants John mentioned earlier, partially offset by underlying improvement in unit productivity. However, the pressure from store labor expense was offset by favorability in our marketing and bonus expense rates and disciplined spending across the organization. At the end of the year, our merchandise inventory was up about 4% from a year ago, a bit more than our current sales trends. As John mentioned, we ended the year with a very clean inventory position, and the year-over-year increase reflects intentional inventory investments, which are supporting record in-stock levels in our focus categories.
Turning now to capital deployment. We paid dividends of $345 million in the fourth quarter, up 4.4% from a year ago. Our business results and cash position also enabled $1.3 billion in share repurchases in the fourth quarter, meaning we returned more than 110% of our net income through dividends and share repurchases. And even though we returned about $4.8 billion to our shareholders in 2015, we ended the year with a healthy cash position, including cash from the CVS transaction, which closed late in the year.
Before I turn to our guidance for the first quarter and provide some insights of our financial plan for the year, I want to review last year's performance against the guidance we provided a year ago. Let's start with sales. A year ago, we laid out a plan to grow total sales 2% to 3% on comp sales growth of 1.5% to 2.5%, led by growth in our signature categories. We achieved our comp sales goal by generating very solid growth of 2.1%, and comp growth in signature categories was more than 2.5x as high as our comparable sales growth overall.
Total sales grew slower than comps this year due to the removal of the pharmacy sales beginning in December. Of course, the sale of the pharmacy business was not reflected in our guidance a year ago as we didn't enter into the deal until June. However, while the sale of the pharmacy business will continue to affect our total sales this year, we first articulated the expected benefits of the deal in June, which includes faster traffic growth, higher profit dollars and rates and higher ROIC from the upfront capital we received from CVS.
Now let's turn to digital. A year ago, we laid out a goal to grow Target's digital sales an industry-leading 40%. And while we didn't quite make this ambitious goal, we did lead the industry with 31% digital sales growth in 2015. With this growth, we delivered our financial goals and we gained deeper insights into how our guests want to interact with Target.
Moving down the P&L. A year ago, we said we expected to grow our segment EBITDA rate 20 to 30 basis points in 2015, given -- driven by modest improvements in both our gross margin and our SG&A expense rate. We ended the year ahead of that goal, up about 50 basis points, reflecting favorability on both the gross margin and the SG&A expense lines.
Turning to capital deployment. A year ago, we were expecting 2015 capital expenditures of $2.1 billion, planning for a 5% to 10% increase in the quarterly dividend in the middle of the year, and we expected $2 billion or more in share repurchases for the full year. How did the year turn out? We spent about $1.4 billion on capital expenditures in 2015. We hit the middle of our guidance with a board-approved 7.7% dividend increase in June. And we exceeded our share repurchase guidance with about $3.4 billion in shares retired this year. Our 2015 share repurchase capacity reflected robust cash generation by our business and, of course, additional capacity from the closing of the sale of our pharmacy business in December.
Regarding capital expenditures, our 2015 spending reflected the retiming of certain projects resulting from prioritization efforts initiated by our new Chief Information Officer, Mike McNamara, and his team. Following his arrival in the middle of the year, Mike dramatically reduced the number of non-infrastructure technology projects in order to refocus resources on the highest-priority initiatives and make faster progress.
In addition, Mike's team began hiring hundreds of additional engineers in order to reduce our reliance on contractors and vendors. These changes reflect our commitment to prioritize spending on both capital and expense to best support our enterprise priorities. And in the current environment, our spending priorities are currently tilting towards expense, including investments in technology engineers; in our store team, including the hiring of visual merchants; and in our headquarters teams, in the areas of data science and operational excellence.
So how did the elements of our 2015 P&L translate into adjusted EPS? By achieving our comp sales goal, while exceeding our guidance for profit margin and share repurchase, we delivered $4.69 of adjusted EPS this year, above our guidance range of $4.45 to $4.65 and more than 11% higher than 2014. And while we didn't provide specific guidance for return on invested capital in 2015, we reported after-tax ROIC of 16% this year. I'll quickly note, because the ROIC calculation doesn't adjust for nonrecurring items, this year's performance included the gain on the sale of the pharmacy business. Excluding this gain, our business generated a very healthy after-tax ROIC of 13.9% for the year, up well over a percentage point from 2014.
So with full year 2015 performance as context, let's turn to our detailed guidance for first quarter. I will also provide some high-level details of our plan for the year and discuss those plans in more detail at our meeting next week. I'll start with our view of comparable sales for the full year. We are planning for comp growth in the 1.5% to 2.5% range in 2016, consistent with our performance throughout last year. Given that we're 1 year into a multiyear journey, at next week's meeting, I'll discuss why we believe we have the capacity to grow comps a bit faster than this range over time. However, in the current environment, we believe this is a prudent range to plan for this next year.
With that context on full year sales, I'll turn to the first quarter. As we plan our first quarter comp in light of competitor inventory positions, we're anticipating growth in the lower end of the 1.5% to 2.5% range we're planning for the full year. First quarter reported total sales are expected to decline 4.5% to 5%, reflecting the removal of pharmacy sales from this year's results.
One note on our sales guidance. We haven't specified a goal for digital sales growth. I'll discuss our reasoning for this change in more detail next week, but for now, I'll simply stress that our commitment to digital is as strong as ever. And while we will continue to include digital metrics in our financial reporting this year, we are going to gauge our success based on Target's overall traffic and sales growth without making an arbitrary distinction between channels. This change is consistent with how our guests think about shopping as we've confirmed with our guest research.
Moving on to the first quarter P&L. On the EBITDA margin rate, we are expecting an improvement of 60 to 70 basis points in the first quarter, driven by an increase in our gross margin rate, partially offset by a moderate increase in SG&A expense rate. The expected gross margin rate improvement primarily reflects the benefit of the removal of low-margin pharmacy sales from the mix, combined with a moderate improvement in the underlying business. On the SG&A line, our forecast anticipates some pressure from the investments we're making in our store themes, along with incremental expense from the reissuance of REDcard debit and credit cards as we move guests to much more secure chip-and-PIN technology.
On the depreciation and amortization expense line, we are expecting 20 to 30 basis points of pressure in the first quarter, reflecting the removal of pharmacy sales and a slight increase in D&A dollars over last year. We expect first quarter interest expense dollars to be flat to last year's. We're planning for a first quarter effective income tax rate of 35% to 36%, and we expect to continue to engage in meaningful share repurchase given our cash position. Altogether, these expectations position us to deliver first quarter adjusted EPS of $1.15 to $1.25 compared with $1.10 a year ago.
Turning back to full year. We expect to deliver full year 2016 adjusted EPS of $5.20 to $5.40, and I'll provide more detail on the individual P&L items next week. For now, I would note that this performance would exceed our longer-term financial algorithm to generate annual adjusted EPS growth of about 10% as it reflects the expected share repurchase benefit of the incremental cash we deploy -- will deploy from the sale of our pharmacy business.
Now I'll turn the call back over to Brian, who is going to provide a quick preview of next week's financial community meeting. Brian?