Targeting Young Families: Target Chain Eyes Remodels to Boost Sales, Build New Ties

Posted by Kris Lindahl on Thursday, July 5th, 2018 at 10:38am.

Target Plans New Looks and Better Convenience for Stores NationwideTarget Corp. recently announced plans to remodel 28 Twin Cities stores this year as part of a $1 billion effort to revamp the look of 325 of its locations nationwide. Locally, the renovations, which target about half of the Twin City Target stores, will cost about $250 million, and this is the largest single market for 2018 updates, although approximately 325 stores nationwide are targeted for renovation this year. There are no plans for store closings during the planned remodels.

The flagship Target at Nicollet Mall in Minneapolis already sports the new decor, offering shoppers a sort of preview of what is to come chainwide.

Target Hits Bullseye with New Look

In addition to downplaying the chain's signature red color scheme in favor of more neutral tones and natural materials, the new focus includes revamped displays and counters, a prominent online-order pickup counter, updates to "Ship from Store" services, a "trend spot" for seasonal goods, and a convenient, comfortable nursing center for mothers. The family lounge was so popular when it debuted in North Texas last year that it is destined to be a feature in all upcoming redos.

Additional features that will change the look and the ambience of the stores are new LED lighting, wood-tones, upscale flooring, and interactive natural displays, particularly in grocery sections. Front-of-store alterations include additional self-checkout lanes and expanded grab-and-go food service. Many stores are also expected to get new solar panels, boosting the percentage of Target stores that are Energy Star certified.

The reason for the remodels, according to the company, is to create a better, more convenient experience for the shopper. Customized design and a flexible approach allow individual stores to include product vignettes and enhanced displays that show shoppers how to mix style and function. There may be menu-planning aids and cooking tips in food and beverage sections, and design inspiration boards in home departments. While much of the emphasis is geared toward the ease of shopping at Target, another aspect of the focus leans toward the inspiration to be found while browsing the aisles.

True to Its Roots; Target is Grounded in Community

At a time when other old-line national chains have announced new store closings, apparently Target does not find these two directions mutually exclusive. This comes as no surprise, however, from the Minnesota-based chain whose first store opened in Rosedale in 1963. The company has an ongoing history of innovation and has not wavered from its initial commitment drafted more than five decades ago. From the onset, this unique discount retailer pledged to return five percent of its profits back to the community. It still does so today.

Officials note that because each Target store is specifically designed for the community it serves, no two will look exactly the same—regardless of if they're in Itasca County or anywhere else. It is part of the corporate culture to tune in to local needs, not only with store design and product offerings, but also in terms of community support and service.

In the Dallas-Fort Worth area, local stores in 2016 donated more than 2.7 million pounds of food to the North Texas Food Bank, and plans were to supply 170,000 pounds of fresh produce to 800 area families in need during the summer of 2017. In the Twin Cities alone last year, Target gave more than $29 million in grants and product donations, and employee teams clocked upwards of 80,000 volunteer hours in support of local organizations and services.

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