Retail giants like Nordstrom, along with apparel brands with their own storefronts like Nike, have strived to make their brands synonymous with good in-Store customer experiences. It looks like consumer goods mainstay Target is looking to differentiate themselves from the rest of their competitors by focusing on the in-store experience as well. The first fully reimagined store will roll out new design elements in the Houston suburb of Richmond. So, say goodbye to the Target you’ve come to know, and welcome its newly proposed way of shopping.
According to Fast Company, the Target of the future is launching its first “next-generation store design” in October. So what features was the superstore so eagerly waiting to announce? Instead of the typical one-stop-shop experience, Target is offering an entirely new shopping experience fitting in with specific guest needs in mind.
Target is getting a two-sided makeover that literally breaks the store down into two different doors customers can walk through. From one entrance, Target will appeal to slow shoppers, by creating a more browsable retail experience. Walking through new, curved aisles rather than a grid that starts at the door, customers will see gleaming merchandise tables that look straight out of Nordstrom or Macy’s. From the other entrance, Target is appeasing the on-demand economy. It will offer a quick way to grab your online order or a bottle of wine for dinner. And for people who don’t even want to set foot inside the store, this side of Target will feature dedicated spots to park where employees will bring your online orders out to you.
With these changes and new stenciled concrete floors and unique lighting, the retail store hopes to reinvent its atmosphere. We all know that Target has been on a steady decline in the past few years, with sales lagging in fashion, pharmacy, and technology. Driving store traffic and bringing back repeat customers has proven to be a great challenge with so many shoppers steering clear of their groceries and merchandise. Target wants to turn sales and perceptions around by introducing new dynamic store features that check off diverse user needs. Perhaps by offering a physical space that incorporates both indulgent and fast-paced shopping, the retail store is adding much more value to the experience economy. Even with faster shipping options, online shoppers will be pleased that they can make a purchase on their phones, and pick up in-store that same day.
Target’s newest store redesign plans are a part of the company’s commitment to invest billions of dollars over the next three years to reimagine hundreds of existing stores. In fact, Target’s venture to redesign 600 stores by 2019 is part of the company’s strategy to create a smart network, in which stores, digital channels and supply chains all work together to meet customer demands.