Way To Go Target!

I had lunch the other day with a long-time friend of mine. She and I practically share a brain when it comes to topics like politics, religion, work life balance and business. As we talked, the subject came up about our addiction to Target. Random, I know, but not really because we were also talking about customer service experiences.

She began to share with me how a local Super Target store had done an incredible remodel. Being a bit of a pessimist I pushed back a bit and said, “What do you mean? They’ve tried this before and I didn’t feel like it helped that much?”  I could tell by the way she described her experience, this was different. I trusted her and decided I needed to go on a “field trip” to visit this new and improved store. The only unfortunate part was that I couldn’t leave right then and there. I had other things to do and it was across town.

After a meeting the next morning I decided to depart on my adventure to “sell” me on this new store! Of course, being a self described Target addict, this was a good excuse to feed that addiction as well as glean new perspective on the retail box giant. Upon driving up I noticed a change right away. Yes, you heard me right, I noticed it right away. It was simple and might not catch everyone’s eye, but it got my attention immediately. The lettering of the words Super Target had lost their cursive look and had moved into their next chapter. Simplified yet polished and refined at the same time. It’s amazing how two words can change and say the same thing but yet something different. To me, a seasoned Target shopper, I felt like the store already looked newer and I hadn't even made it past the parking lot.

Once in the store I could not only feel the difference but I could see it everywhere as well. Signage, lighting and visual merchandising beckoned to me, "Come in. Stay awhile". To my left was a Starbucks. I could even get a drink and sip as I shop if I chose.  Love this! So I began to walk the aisles. I experienced creative new ways to merchandise what was once a very drab produce area. It had a market fresh look which was very visually appealing, all the way down to the peppers. I proceeded down the aisle and found myself entertained at the creative mobile end-caps. Cold mixed with room temperature displays and even cute mobile giant baskets which resembled the grab and go baskets you can use for shopping.

 

As I meandered further, I looked high and low, outwardly smiling I’m sure. The lighting was incredible. Who knew how this very familiar store could be made new by brightening it up? Signage was awesome as well. For instance, now instead of the word "Electronics" over the technology area, it simply said “Tech”. Funny and very up to date with the modern consumer’s vocabulary.

To sum it up, things had definitely changed for the better. I was easily pulled in. There was still what I loved about Target, the one stop shop, but the feeling like it had been kicked up a notch. And that notch for me was the environment I was shopping in. More hip and stylish, inviting me in to shop and feel like I was where I should be. Isn’t that funny, where I should be. I know that may sound strange but it was the best of both worlds. Luxury and comfort as well as quality deals. Our family works hard and we do have a choice where we spend our money and time and this store was deserving of both.