STATEN ISLAND, N.Y. – If you’re a Target shopper who bops into the big box store regularly to restock on groceries, clothing, home goods and more, take note: There are changes coming to your usual retail experience.
Announcing plans to offer a “differentiated guest shopping experience,” during the company’s annual financial community meeting held on Feb. 28, the brand detailed its intentions to pump more than $4 billion into its guest-centric services and enhance digital customer experiences.
“Investments in our shopping experience and frontline team have deepened our guests’ engagement with Target during the last few years, which is reflected in our continued traffic and sales growth,” said Michael Fiddelke, chief financial officer of Target Corporation. “This year, we’ll continue investing in our long-term strategic initiatives.”
That company said that this breaks down to launching or expanding more than 10 of its own brands and bringing thousands of new, differentiated products to guests. Additionally, the retailer will make a push toward value-conscious shoppers, offering more items at price points of $3, $5, $10 and $15.
Beginning this spring, Target will also offer “Drive Up Returns,” an amenity that will allow guests to return most new, unopened items within 90 days of purchase from the comfort of their car for free. It’s a service offered to guests who use their Target.com accounts.
The retailer also announced plans to deepen its promotions, introducing enhancements to its Target Circle loyalty program and debuting a new advertising campaign that celebrates delivering “affordable joy.” The brand will also open more new stores and update its existing locations.
“Target plans to open about 20 new stores in a variety of sizes as it seeks to reach new guests,” the company noted in a statement. “Target is also making investments in about 175 of its existing stores, ranging from full remodels to the addition of Ulta Beauty at Target or Apple at Target shop-in-shop experiences, or expanded capacity for same-day fulfillment services.”
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