A Look at the Customer Experience at Target's Next-Gen Stores

Target is in the midst of remodeling more than 1,000 of its retail stores across the U.S. to meet growing shopper demand for an evolved customer experience, but no two stores will look alike. However, the retailer has developed a bucket of next-gen features to pull from and one distinctive attribute will remain. Stores with dual entrances will boast one entry point designed around “ease” and the other around “inspiration.” As Target seeks to cater to convenience, “ease” entrances boast Drive Up parking spaces, online Order Pickup counters, self-checkout lanes and grab-and-go grocery and essentials.

The retailer expects to be finished by the end of 2020 and complete more than 300 this year. So far Target has completed 56 remodels in its first quarter of 2018 and has already launched well over 100 more that will be completed in the second quarter. In Q1 Target completed more than double the number of remodels it delivered a year ago and the company continues to see incremental 2% to 4% sales lifts in stores following the completion of a remodel.

Target’s efforts to evolve its store shopping experience is no cookie cutter approach. Each remodel is approached with a customized combo of enhancements available from its next generation stores. The enhancements combine Target’s digital and technology upgrades, elevated merchandise presentations and fulfillment services to make shopping faster and more enjoyable.

Some of Target’s modernized stores will feature a renovated Starbucks near the entrance for convenient coffee grabs. Other changes to the retail experience include brighter lighting and a more modern feel.

Enhanced merchandise displays will create ‘shops’ throughout the store. Some stores will get a center aisle treatment that winds through the middle of the store with displays at varying heights to make them more eye-catching. The beauty department looks more like a specialty shop and in the home department products will be displayed in lifestyle settings to help shoppers imagine what they would look like in their own homes.

Source risnews.com