Target Renovates Stores to Capture Quick Trips

The remodeled stores offer a section focused on convenience, groceries, seasonal items and a ‘gift-and-go’ area.

July 25, 2018

CHICAGO – Target is on track to revamp more than a thousand U.S. stores by the end of the decade, a move that’s designed to cater to shoppers wanting to get in and out fast, as well as those who come to browse, the Chicago Tribune reports.

Target will spend between $4 million and $10 million per renovated store, according to Justin Burns, senior group vice president of Target stores. The renovations include a section near the entrance that offers convenience items, groceries, seasonal products and a “gift-and-go” area. Near this section are eight self-checkout lanes. The remodeled stores have a large online order pickup inside and an expanded area for curbside pickup. Target recently announced it would add 200 stores to its Drive Up service.

The remainder of the store is designed to meet the needs of customers who want a more upscale and modern shopping experience. The revamped stores boast 160 mannequins showing off private-label and exclusive brands, including more than a dozen Target-only brands. Through the center of the store, a “river” aisle winds around displays to encourage customers to spend more time browsing. All newly remodeled stores also will have a room for nursing mothers.

The remodels are in addition to the opening of smaller stores in urban locations, which will have a similar look and feel, as well as grab-and-go food near the entrance. The redone stores have had a sales lift of between 2% and 4% on average, with customers returning more frequently to shop.

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