Procter & Gamble makes a box exactly the right size for their detergent, and if you look at the detergent backstock, you'll see there are many different sizes of boxes depending on the product. It would be impractical to have a size meant for specific items in specific quantities. And don't forget that detergent gets shipped to the DC by the pallet, so a case isn't handled individually until it is being loaded onto an outbound trailer. We have at least one busted case of detergent per week on our DC trailers.
I've shipped a case before if it was a case amount being ordered and I had a full case. Otherwise it's not really worth it.
There's no arguing that online shopping is the way of the future and Target has to at least attempt to compete in order to survive. But as usual, the logistics of it was poorly thought out.
They are targeting the online shopper and enticing them to come into the store when they might otherwise have just had it shipped. Once the guest is in the store, they hope to sell more.