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Target’s LA25 project tests new store concepts

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Target's LA25 stores

Bullseye's Playground section

Guest service and order pickup

Target is testing new food vendors

Women's apparel section

Updated grocery department

Home Department

Locally produced brands are highlighted

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LOS ANGELES — Updates this month to some of Target Corp.’s stores here reflect the latest developments in the retailer’s LA25 initiative, which is using 25 Los Angeles Target stores as a testing ground for a variety of enhancements to key departments. The project’s aim is to pull together a number of improvements being tested individually elsewhere into one set of stores, in order to see how the combination impacts sales and the guest experience.

The tests include improvements to the retailer’s signature categories, like style and wellness, as well as new and updated services.

“At Target, we’re always looking for ways to create an exceptional shopping experience for guests,” Mark Schindele, senior vice president, Target Properties, noted on the retailer’s blog. “Our teams are learning a lot from LA25, and we’re excited to see how these newest enhancements fit into the mix.”

At the front of the store, for example, Target is showcasing new products, including trendy home goods or apparel, as well as locally and seasonally relevant merchandise. Displays will change every eight weeks or so.

Other highlights of the LA25 stores, according to Target, include:

  • Bullseye’s Playground, a grab-and-go section featuring eye-catching displays of products that are mostly priced in the $1 to $5 range.
  • The Guest Service counter has been updated with storage and user-friendly signs designed to facilitate the in-store pickup of products purchased online. Target is also introducing special team members — called Service Advisors — who dedicated to walking the sales floor and helping guests with everything from finding an item to finding out which products are available on
  • In its front-of-store cafés, Target is testing three new food vendors: Freshii, Which Wich? and Pizza Hut Artisan. All LA25 stores also include Starbucks Cafés.
  • The women’s apparel and accessories departments got a refresh involving C9 Champion, Target’s exclusive brand of activewear, shoes and accessories. The new, easy-to-navigate presentation includes more space and updated fixtures, signing and mannequins, as well as LED track and valance lighting here to better highlight the product.
  • In the grocery department, the new look features woodgrain signs overhead and updated shelves with a black and grey color scheme. Target is also using more space to cross-merchandise products normally located in separate aisles in an effort to make it easier for families to round up all the products they need for grilling or other meal occasions.
  • Target’s our toy aisles have updated signs, interactive displays and other visuals that aim to draws parents and children in and let them explore their favorite brands and products.
  • Target says it has also reimagined the Home department, curating products in lifestyle vignettes similar to those shoppers would find in specialty stores, meant to inspire guests to buy everything they need for a certain area of their home without having to visit different sections of the store.


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