The Overall Concept Summary
Target is no stranger to the retail struggle as they have experienced a decline in sales since the first quarter of 2015. And when facing deficits for three quarters straight, long term believers need to hear solutions. So at Shoptalk they announced their plans for a full new fresh store concept that would attract a younger generation.
When looking at the concept it seems Target has taken the basic look of their dumped 2016 experiments with a store of the future, or project LA25, and just dropped all the future junk. That’s just my humble observation. (Though this shopgirl is not complaining, I prefer a human holding a tool to make inventory easier over a robot keeping inventory down the aisles any day.)
The main concept of Target is being more shoppable to a variety of consumers by adding three new features.
- For shoppers who find a walk down the aisles of Target exhausting there will be a separate entrance with their most common selling items for a quick in and out experience.
- The other entrance will be for those of us who find ourselves wandering those wondrous aisles week after week. Even better they are changing up their layout, even adding curved aisles over boxed ones; an entirely new terrain to roam.
- And now, with a smaller concept, Target will start to pop up in more urban areas, and…are you ready for this…on college campuses! (I would have been one (even more) broke college kid)
The urban areas concept have caught allot of flack, but having lived downtown Dallas for a long time I support the idea. No one knows the desperation I felt wondering why the heck Target hasn’t opened a store walkable from the thousands of downtown apartment dwellers who prefer to walk over driving.
Only 100 of its 1,806 stores are getting the remodel this year. First double entrance remodel will open in Houston this upcoming October. They are also projecting to open 30 of the new smaller concept stores that same month.
Remodeling? It Sounds Inconvenient To Me
Fear Not! My local Target has been undergoing a gigantic refresher and, considering what a large undertaking this is, they have been doing an excellent job of focusing on a section at a time. Meaning I’m not just showing up one day and everything is moved, instead I am gradually acclimated to the new layout.
The New Boutique Look Is Super Cute
But a merchandising nightmare. The boutique look is in, but is not for the faint of heart. Display tables require constant upkeep and sparse merchandising to maintain any sort of shoppability. Considering the high traffic and the less specialized associates I have a feeling this will just turn into a flat out tangled mess in many locations.
I Heard Target Would Start To Allow Shoppers to Drink While They Shop
It went viral this past fall that Target was going to start serving alcohol to its customers so they could enjoy a sip and stroll along the new curved terrain. This is indeed false. I did some serious research into the matter and could find nothing in Target’s plans that they would be following that Whole Foods trend. This could be for several reasons, but mixing alcohol with their diverse and high volume traffic could lead to a PR and legal nightmare.
The facts are, as I understand, that Target did apply for a liquor license in their Chicago location in order to test Starbuck’s plan to sale alcohol. The drinks would not be allowed outside the Starbucks cafe area, and considering the already tight quarters of their Target cafes that would have been overcrowded by itself. All of that can be forgotten though, as Starbucks has scratched the late night wine menu altogether anyway.
Shopgirl must know!
- Do you shop at Target?
- What do you think of the smaller locations?
- What about the new look?
This is a Part of the #AtoZChallenge
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