A First Look at Target’s New Generation of Stores
Target reveals new design and strategy, as it aims for a more inspiring and easy shopping experience.
By Alexandra Pacurar
Minneapolis—Target Corp. presented the redesign plans for its retail chain and announced that 600 stores will be revamped by 2019. The first one is scheduled to open this fall in the Houston suburb of Richmond. The company will invest billions over the next three years in the modernization and expansion of its network.
“With our next generation of store design, we’re investing to take the Target shopping experience to the next level, by offering more elevated product presentations and a number of time-saving features,” said Target CEO Brian Cornell.
The new design features will include glazed, large glass windows at the front of the store, stenciled concrete floors and unique lighting throughout. Each store will have two entrances–one that will introduce customers to displays of exclusive brands and inspiring seasonal moments and another for those looking to pick up their online orders and access the grocery aisles.
The first entrance will lead to curved, more circular center aisles where the merchandise display will engage guests with compelling products in unexpected places. The second entrance is meant for those looking for a fast shopping visit, providing easy access to a wine and beer shop, and self-checkout lanes. This side of the store will also have dedicated parking spaces where Target employees will bring out online orders. The grocery section of the store will feature woodgrain fixtures and a robust assortment of fresh produce, as well as quick grab-and-go options and meal solutions.
The retail giant aims to create a smart network with stores, digital channels and supply chain working together to meet guests’ needs. Starting this fall, Target staff members will use new technology to search inventory, take payment from a mobile point-of-sale system and arrange delivery. “And another way Target will improve the in-store shopping experience for our guests is by combining Cartwheel—our popular savings app—with our flagship Target app, offering guests one simple shopping solution,” Mark Schindele, SVP of properties at Target, told Commercial Property Executive.
Customers will be able to enjoy the new shopping experience in October, when the first fully reimagined store will open in Richmond, Texas. The 124,000-square-foot store will be located just off the Grand Parkway Southwest in Aliana’s Market Center. “The Houston Grand Parkway Southwest store will be the first location to receive the full redesign since it’s a new-build,” Schindele added.
The company announced that 40 additional locations will receive modern elements in October and the customers’ feedback will influence the approach for the redesign of 500 stores in 2018 and 2019.
Target will also invest in opening more than one hundred small-format stores over the next three years to address dense urban neighborhoods and college campuses. “Elements of Target’s next generation of store design will be incorporated into our small-format stores, including the modernized design elements such as the concrete floors, wood plank walls and ceilings, pendant and LED lighting and elevated merchandise assortment displays,” Schindele told CPE.
Images courtesy of Target
