MINNEAPOLIS Target has begun the rapid rollout of a new store format that puts a greater emphasis on fresh food and a more convenient, one-stop shopping experience.
The chain on Tuesday unveiled the new, more food-intensive prototype at eight Target stores in the Tampa, Fla., area and five units in the greater Denver market. Those remodeled stores are part of a major store construction and overhaul campaign by the giant discounter, which now operates 1,743 stores in 49 states. Target announced it would unveil a total of 350 new and renovated stores by the end of 2010.
The new store design features “an inviting open-market grocery layout, stocked with a selection of fresh produce, fresh meat and baked goods,” according to the company. The new layout “also includes reinventions in several other areas throughout the store, such as beauty, home, shoes and electronics, to provide guests with the ultimate shopping experience,” Target asserted Tuesday.
The increased fresh food selection includes national and private-label brands, and is designed “to make fill-in shopping quick and easy for guests on the go,” noted a Target representative. In all, the expanded grocery aisles will offer 90% of the categories found in a grocery store, according to the company, along with interactive displays and wider aisles.
“Target developed these concepts in response to guest feedback,” said VP merchandising Tim Mantel. “We’re evolving our store design to deliver one-stop shopping and convenience.”
Also undergoing a significant upgrade is the beauty department, with new, softer lighting and curved fixtures, as well as interactive screens to help guide customers in their selections. Target also has spruced up its home department, with wider aisles and lower product fixtures for easier navigation, “enabling guests to see more of the department at a glance,” according to the company.