Look out urbanites, Target is moving in! Aptly titling it's new store format CityTarget, the new layouts are to be two-thirds the size of a normal Target, and are without parking spaces -- making their target audience clear (pardon the pun).
The new stores will offer all of the typical Target purchases -- home goods, apparel, beauty products, and groceries -- making it a one-stop shop for city-dwellers. In order to accommodate a smaller layout, the kid and toy sections will be downsized, as will their furniture section.
Urbanites will no longer have to drive to suburban areas for the store in which they'd like to shop, and trimming their product variety down and honing in on who their shoppers will realistically be is a great way to tailor the experience and personalize it. The CityTarget layouts span over two floors, placing their higher-end products on the second level driving consumers past impulse buys. Strategically, this sounds like a win-win for both the Target Corporation and shoppers.
CityTarget is one of several retailers reconfiguring their store formats for specific audiences. Among others are Wal-Mart and Best Buy. Both of which also have, or plan to have, smaller layouts designed for bustling, downtown locations. It's an interesting migration, and definitely extends each company's traditional offers to a new demographic: the urbanite.
CityTarget is to open their first three stores in Chicago, Seattle, and Los Angeles next week.
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