Target Revamping its Storefronts
Target is getting a new look. According to reports, the big-box retailer is revamping its look in an effort to get shoppers back into its brick-and-mortar locations. The new layout was unveiled by CEO Brian Cornell in Las Vegas on Monday. Some of the features include a separate entrance and 10-minute parking for shoppers looking to pick up an online order or some essentials, LED track lighting will replace fluorescent fixtures, and brand boutiques meant to replicate a specialty store feel will showcase rotating looks. The new store design is intended for shoppers to explore all parts of the store and engage in a new experience at a familiar location. The first of the remodeled store locations will open in Houston later this fall.
Total Retail's Take: Target's new look is hoping to bring more millennial shoppers into its stores. "We've got to reimagine that store experience," said CEO Brian Cornell in a call to the press. "Today's millennial shopper doesn't enjoy shopping one of our tired stores that hasn't been touched in 10 years." Unlike big-box retailer rival Wal-Mart, Target has seen a steady decline in foot traffic over the last few quarters, despite efforts to expand with smaller-format urban locations and continuous collaborations with fashion designers. I think the store remodels will fit in nicely with the retailer's overall omnichannel makeover.
