Target in July will begin testing a new store format, TargetExpress, in Minneapolis near the University of Minnesota campus. It will be the retailer’s smallest location ever. The store will serve students and urban guests living in nearby neighborhoods and cover approximately 15 percent the size of a general merchandise Target store.
“This is an exciting opportunity to test and learn as we continue exploring new ways to meet our guests’ needs and exceed their expectations,” says John Griffith, EVP of property development for Target. “Our focus is on ensuring the Target shopping experience is available when, where and how guests want it.”
Target says its research indicates that, when consumers head out for quick shopping trips, there are often many pain points, such as long lines, navigation challenges and uninspiring offerings. Griffith reveals the TargetExpress experience will be grounded in this research as well as learnings from the company’s CityTarget stores. For example, the checkout lane configuration will be catered to high traffic and smaller basket size, as compared to a general merchandise store.
The smaller footprint, according to Target, doesn’t mean the company is sacrificing the shopping experience customers come to know. Guests who stop in to shop this scaled-down space will still find bright lights, clean aisles and a team focused on helping them find everything they want and need, Target says.
“We know urban guests are more spontaneous and focused on immediate use vs. stocking up,” Target says. “Everyday essentials will be front and center with products in beauty, pharmacy, grocery and commodities. Assortments will include smaller pack sizes and items geared toward instant consumption, like grab-and-go sandwiches. And the store will also include a variety of merchandise not found at other quick-trip stores, including: a curated assortment in home, electronics; seasonal offerings; as well as a “Fan Central” area featuring University of Minnesota-specific merchandise.
Adds Griffith, “We’ll carefully evaluate this new format to determine plans for future growth, so stay tuned.”
