Target is hoping that its new smaller TargetExpress stores will personalize and augment the overall customer experience.
The first 20,000-square-foot TargetExpress store opened July 23 in Dinkytown near the University of Minnesota in Minneapolis. The beta store, conveniently located for students and urban residents living in nearby neighborhoods, encompasses about 15% of the size of a typical general merchandise Target store.
Target spokesperson Kristen Emmons participated in a Q&A with Loyalty360 to discuss the company’s foray into smaller, more customized stores.
What factors prompted Target to open its first TargetExpress store, and what are the goals for the store regarding customer experience?
Our research indicated that guests shopping in quick trip formats experience a number of pain points–long lines, navigational challenges and uninspiring offerings. We know that urban guests tend to be more spontaneous and interested in immediate use vs. stocking up. Target has realized an opportunity to expand in the urban core, where populations are booming, from young families with active urban lifestyles to empty nesters relocating to the city for new excitement. TargetExpress provides an edited assortment that is locally relevant to meet urban guests’ quick trip wants and needs at an everyday value.
Is this the first TargetExpress store Target has opened, and will there be more of these type stores opened?
The TargetExpress store in Dinkytown (near the University of Minnesota in Minneapolis) is the first ever TargetExpress store format. Target is excited to announce plans for four new TargetExpress stores to open in 2015. Three of these stores will be located in the San Francisco Bay Area and one store in the Highland Park area of St. Paul, Minn.
What metrics will be used to gauge ongoing success of the TargetExpress store?
Our focus is on learning more about operating small format locations and helping Target continue to improve and customize our guest experience. Target will evaluate the test on an ongoing basis based on a number of factors, including gust feedback, sales and traffic.
How is Target enhancing the customer experience in-store and digitally?
Whether it’s through Target.com or in store on our mobile app, TargetExpress offers seamless access to all of Target’s offerings. In the store, Target is testing the new “In A Snap” app, there are dedicated Cartwheel end caps to promote digital savings offerings and Seamless Service technology enables Target to ‘extend the aisle’ through easy access to Target’s online offerings. In addition, the Seamless Service technology helps guests in store easily find items by texting a team member or viewing a store map. Guests also have the option to use the buy online, pick up in store option to pick up Target.com items right at TargetExpress.
Can you talk about the new image recognition app?
TargetExpress is testing the new “In A Snap” app, which enables guests to scan a poster in the store and immediately shop all those items from one page.