design:retail - August 2016 - 50
050
product. "Stores are empowered to merchandise
these front shelves with product that is more relevant to their local guest," Amundsen says. "For
example, some stores in L.A. displayed flowers,
cards and wine in the days leading up to Mother's
Day. Other stores are using this space for grilling
and better-for-you snack options, as guests are eating and entertaining more outdoors."
A new cross-merchandising presentation is visible in the Home department, where products are
curated and displayed in a lifestyle vignette, similar
to what is done in specialty stores.
"The inspirational display, versus standard shelving, allows guests to shop everything they need for
a certain area of their home without having to go to
each of the different sections of the store," Amundsen
explains. From a table setting display, for example,
guests can pick up everything from the plates and
napkins, to the lighting and chair covers.
This kind of cross merchandising also is evident
in Grocery, where everything a family needs for
a backyard barbecue is right at hand-grill tools,
hamburger buns, ketchup and mustard.
Also, by listening to guest feedback, the LA25
stores are stocking product on the shelves and fixtures that are on and/or adjacent to the mannequin
displays, so guests can shop a complete look, all in
one place.
On the service side of the equation, the Guest
Services counter has been revamped with clearcut signage and more space to accommodate
fulfillment or online order pick-up, making
the process easier for the customer. Updated fixtures, lighting and paint create a brighter, more
inviting environment.
The store also has added one to two team
AUGUST 2016
DESIGNRETAILONLINE.COM
members to each store called "Service Advisors,"
who are "focused on providing a signature guest
experience," Amundsen explains. "The Service
Advisor team members can help guests find
and complete orders for product that isn't available in the store (such as items only available at
target.com), and help guests navigate our digital
offerings-Cartwheel for savings, flexible fulfillment options, etc."
While these new changes are still in their initial
release, Amundsen says the response from guests
has been positive. "We're hearing that guests are giving us more credit for inspiration and service based
on the enhancements made," she says. "We are excited to test the impact these updates have on sales."
By focusing the changes to just 25 stores in a concentrated area, Target hopes to better understand
how guests respond to newness and how it impacts
their shopping behaviors, Amundsen adds. "Ultimately, what we learn from LA25 will impact the
next generation of store prototypes, remodels and
new store openings," she says.
GLOBALSHOP.ORG
http://www.target.com
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - August 2016
design:retail - August 2016
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Have You Heard?
Perspectives
The Visual Eye
Searching for Steve Jobs
Saks Fifth Avenue
Target LA25
Artegon Marketplace
Flooring
design:retail - August 2016 - design:retail - August 2016
design:retail - August 2016 - CT1
design:retail - August 2016 - CT2
design:retail - August 2016 - design:retail - August 2016
design:retail - August 2016 - Cover2
design:retail - August 2016 - 1
design:retail - August 2016 - 2
design:retail - August 2016 - 3
design:retail - August 2016 - Contents
design:retail - August 2016 - 5
design:retail - August 2016 - 6
design:retail - August 2016 - 7
design:retail - August 2016 - Editor’s Note
design:retail - August 2016 - 9
design:retail - August 2016 - On Trend
design:retail - August 2016 - 11
design:retail - August 2016 - 12
design:retail - August 2016 - 13
design:retail - August 2016 - 14
design:retail - August 2016 - 15
design:retail - August 2016 - 16
design:retail - August 2016 - We Love This!
design:retail - August 2016 - 18
design:retail - August 2016 - 19
design:retail - August 2016 - 20
design:retail - August 2016 - 21
design:retail - August 2016 - Designer Picks
design:retail - August 2016 - 23
design:retail - August 2016 - Clicks & Mortar
design:retail - August 2016 - 25
design:retail - August 2016 - Postcard
design:retail - August 2016 - 27
design:retail - August 2016 - Have You Heard?
design:retail - August 2016 - 29
design:retail - August 2016 - Perspectives
design:retail - August 2016 - 31
design:retail - August 2016 - The Visual Eye
design:retail - August 2016 - 33
design:retail - August 2016 - Searching for Steve Jobs
design:retail - August 2016 - 35
design:retail - August 2016 - 36
design:retail - August 2016 - 37
design:retail - August 2016 - Saks Fifth Avenue
design:retail - August 2016 - 39
design:retail - August 2016 - 40
design:retail - August 2016 - 41
design:retail - August 2016 - 42
design:retail - August 2016 - 43
design:retail - August 2016 - 44
design:retail - August 2016 - 45
design:retail - August 2016 - Target LA25
design:retail - August 2016 - 47
design:retail - August 2016 - 48
design:retail - August 2016 - 49
design:retail - August 2016 - 50
design:retail - August 2016 - 51
design:retail - August 2016 - Artegon Marketplace
design:retail - August 2016 - 53
design:retail - August 2016 - 54
design:retail - August 2016 - 55
design:retail - August 2016 - 56
design:retail - August 2016 - 57
design:retail - August 2016 - Flooring
design:retail - August 2016 - 59
design:retail - August 2016 - 60
design:retail - August 2016 - 61
design:retail - August 2016 - 62
design:retail - August 2016 - 63
design:retail - August 2016 - 64
design:retail - August 2016 - Cover3
design:retail - August 2016 - Cover4
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