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Store remodels elevate the Target experience

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MINNEAPOLIS — Target Corp. recently completed its 1,000th store remodel, a milestone that represents the halfway point in a strategy announced five years ago to reimagine the ways it serves guests through innovative store design and renovations.

In commemorating the milestone, Target noted in a post last month on its “Bullseye View” blog that stores incorporating the updates see a sales bump of between 2% and 4% in the first year.

“Each of these 1,000 updated locations is an investment not only in our communities across the country, but in our team, too, helping them more easily deliver an elevated experience for our guests,” according to the post. “And we’re not stopping here: In fact, this year’s remodel program will be our most ambitious yet, with nearly 200 full-store remodels planned through 2022.

“We’re also undertaking almost 200 fulfillment remodels, which specifically focus on building capacity for our same-day services like Order Pickup and Drive Up to create an even easier experience for our guests and team members. And we’ll bring it all to life with our signature Tarzhay magic, while leveraging the insights and learnings we’ve gleaned from the last 1,000 renovations.”

The design updates are allowing Target to create more engaging displays of its own brands as well as in-store installations for partners including Apple Inc., Walt Disney Co. and Ulta Beauty Inc. “We’re also adding Starbucks at select stores across our chain — they’re already in more than 1,700 locations — so guests can enjoy their favorite beverage while they browse,” according to the blog post.

After opening about 100 Ulta Beauty at Target shops last year, the company is aiming to open more than 250 additional Ulta Beauty at Target shops this year. The partners said they are looking to have at least 800 of the shop-within-a-store sections over time.

Target officials credited the addition of Ulta Beauty shops in selected stores for increasing customer traffic, awareness and loyalty. The shops are approximately 1,000 square feet and are located next to beauty sections, offering shoppers more than 50 specially curated prestige brands.

The store remodels also serve the retailer’s Target Forward sustainability commitments. Target Forward is anchored to the company’s purpose to help all families discover the joy of everyday life. Through Target Forward, the retailer said it is focused on restoring natural systems and ensuring its team, communities and partners around the globe can thrive.

“We know sustainability is tied to business resiliency and growth, and that our size and scale can drive change that is good for all,” Brian Cornell, Target’s chairman and chief executive officer, said of the company’s sustainability initiatives. “Target Forward influences every corner of our business, deepens our collaboration with our partners and builds on our past efforts to ensure a better future for generations to come.”

In keeping with its commitments, Target is making “smart shifts” to aspects of the stores, such as switching each store over to natural refrigerants by 2040, helping to reduce greenhouse-gas emissions across the business and expanding the number of electrical vehicle charging stations for guests with additional installations at selected stores across the country.

“At Target, we want all guests to feel welcomed and inspired, and through our remodels we’ve not only created warmth in our spaces through elements like wood, wood tones and specialty lighting, but we’ve made changes to the marketing guests see throughout the stores, too,” according to the post. “Our goal: ensure our signage better reflects the community around it so our guests feel represented and welcomed whenever — and however — they shop with us.

“When we remodel a store, it’s all about balance. We’ve learned that if renovation layouts are similar to the original, our guests can easily find their favorite items. So, we keep key store categories in the same place so guests can more quickly get accustomed to their renovated store’s layout. And by keeping our renovation time lines short and limiting disruptions, we’re seeing more frequent trips to our stores from our existing guests, who tell us they love the updates and the new brands and products they’ve discovered.”


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