As Target continues its plan to remodel roughly 1,000 stores nationwide, senior vice president of sales Joe Contrucci and vice president of store design Joe Perdew shed light on the specific changes shoppers will see at their local Target stores.
For the two Target execs, ensuring customers receive a streamlined shopping experience is paramount.
“We have to use all of our assets—the building spaces, fixtures, interior design, lighting, products—to tell a story and make the whole shopping trip as easy and inspiring as possible for guests,” Perdew says.
Contrucci and Perdew say no two Target stores will be exactly the same. Each location will include a customized mix of updated design elements to fit the needs of the local community.
“There are a lot of factors at play, like where each store is located and what the neighborhood around it needs most,” Contrucci says. “We count on our local store teams to help us understand exactly what their guests want so we can build relevant experiences around that.”
Most redesigned Target locations will feature two separate entrances. One entrance will be known as the “ease” entrance, which allows customers to quickly access household necessities. The other entrance is known as “inspiration,” and will feature seasonal items and specialty brands.
Other store upgrades will include brighter lighting, creative merchandising vignettes and prominent displays of exclusive brands.
“We add concrete floors and wood-plank walls to some stores, incorporate materials like steel and glass and a pop of Target red into the decor, and use pendant and circular lighting treatments with energy-saving LED lights,” Perdew says. “And those are just a few examples—all to create a warm and inviting experience that’s hip and cool.”
Target plans to complete the remodeling project by the end of 2020.