Although Target announced that it would continue to heavily invest in its digital outreach, it is also doubling down on its physical stores and creating flexible-format stores that can better "offer guests an elevated experience, while ensuring fast, easy pick ups for online orders". That's right, Target's formula is to elevate its physical stores as fulfillment centers.
In 2017, Target is expecting to completely remodel 110 stores and open 30 new small-format stores to expand its footprint into dense urban neighborhoods, including in the Cambridge where we are currently working on a citywide retail strategy. Here in New York, we're seeing new Target stores opening across all boroughs and just last week, it was announced that Target was planning a store right here in Jackson Heights.
Keeping in line with Target's formula to offer an omni-channel retail experience, these stores will feature two entrances - one with exciting displays of exclusive brands and seasonal products and the other with a quick Order Pick-up and grab-and-go food and wine/liquor shop. The former entrance is clearly for a shopper who is willing to spend valuable time browsing the store, while the latter serves as a convenient escape route for the shopper who is avoiding shopping. This second entrance for hurried shoppers is expected to have self-checkout lanes and dedicated Order Pickup Counters. Reserved parking spaces in some locations will also be conveniently located outside this second entrance to allow Target associates to deliver online orders to customers in their cars.
Target will also be upgrading its grocery departments in its new store formats by increasing fresh produce selections and grab-and-go meal options. It appears as though Target is trying to venture into the world of grocery stores. The grocery departments will be located on lower floors and is expected to meet the demand of office workers in urban locations such as TriBeCa or Herald Square in New York City.