Target Canada opened three pilot stores in Ontario on March 5 – with a total of 124 stores by year’s end – and the focus of this major launch will be delivering an exceptional customer experience.

Target Canada spokeswoman Lisa Gibson told Loyalty 360 the company’s goal is to bring the Target experience to Canada.

“Opening 124 stores in one year is a huge undertaking,” Gibson said. “We built a new supply chain infrastructure, including a distribution center in Milton, had to hire and train 5,000 team members for this first wave of openings and built new point-of-sale systems. By opening the three pilot stores, we are able to volume test the systems and continue to train team members in real time so that we can fine tune the experience heading into grand opening in early April.”

Regarding the customer experience, Gibson said the first thing people will notice when they walk into a Target store is “how clean and bright it is. Our aisles are wide, clutter-free and our team members are friendly and eager to help. You will often hear them say, ‘Can I help you find something?’’’

Gibson said Target strives to ensure that checkout is quick and easy.

“Obviously the first few days of opening the demand was quite high, but generally speaking we have team members who watch the lines and open another register to ensure short checkout times,” she said. “Our team members are also cross-trained in other areas of the store so they are able to assist a guest with whatever they need. From a merchandising perspective, we bring in new, innovative products on a regular basis creating a fun shopping experience. We are well-known for partnering with designers and exciting partners across all areas of the store making style and fashion affordable to all. Our goal is to be competitive in the market and in addition to our great prices, we also offer guests 5% instant savings everyday on almost everything in the store.  The combination of all of these things leads to a superior guest experience at Target.” 

Like the majority of Target locations opening in Canada, the pilot stores feature a licensed Starbucks, as well as an in-store pharmacy designed to provide guests with excellent patient-centered health care.

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