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Will ‘ambitious store redesign’ lift Target to new heights?

March 27, 2017Written by Tom Ryan

Target prototype, entrance 1 - Rendering: Target

Described as its “most ambitious store redesign to-date,” Target is opening a new prototype that addresses both quick trippers and browsers. Similar to its SuperTarget stores, the prototype has two entrances, each designed to delivery a different shopping experience. The entrance on the right leads to an “ease” section featuring grab-and-go food, a wine and beer shop, as well as order pickup. Two parking spots outside will be reserved for customers served by employees who will bring online orders straight to cars. Ten-minute parking spots nearby also serve those picking up or just wanting to get in and out quickly. The entrance on the left leads to an “inspiration” section and features a department store-like focus, displaying categories such as apparel, accessories and home, as well as a CVS pharmacy and a Starbucks with seating. Curved center aisles, instead of squared-off lines, are expected to encourage exploring. LED track lighting replaces fluorescent fixtures and brand boutiques are expected to foster a specialty-store feel with rotating looks. An area to hold store events will be located between the two entrances. The first version of the prototype will open in Richmond, a suburb of Houston, in October. Target will incorporate elements in its store upgrades going forward. About 600 of Target’s 1,800 stores are expected to face remodels in the next couple of years. The revamps are part of $7 billion in capital expenditures Target in February said it will spend over the next three years on stores, digital and supply chain. “Expect lots of flexibility, open sight lines and discovery moments throughout the store,” CEO Brian Cornell on March 20 in revealing the prototype at Shoptalk. “We’re going to take what we learn in Houston to help guide us as we customize and remodel hundreds and hundreds of stores over the next three years.”

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