Target Canada Sets to Improve Guest Experience
It’s no secret that Target has been struggling to keep up with the demands of their Canadian clientele, but that doesn’t mean that they’re not trying! In a press release released this morning, Target announced several initiatives they hope will improve their business coast to coast. One of the major announcements include a long-term partnership with Sarah Richardson, HGTV‘s celebrity interior designer. The partnership will bring Richardson’s distinctive style to a new line of home décor and is set to launch exclusively at Target Canada in Fall 2015.
“We’ve been listening to our guests and taking a hard look at where we need to improve,” said Mark Schindele, president, Target Canada. “We’ve uncovered the root cause of some of our challenges and are focused on three main areas: improving in-stocks, sharpening our pricing strategy and enhancing our merchandise assortment.”
In addition to the celebrity collaboration, the Minneapolis-based retail giant will expand several other merchandise lines in response to guest requests. The expansions start in apparel – Target plans to partner with Roots to extend their Beaver Canoe assortment this fall, expand maternity by 50% in September, introduce a plus size line early next year, and introduce a new line called Nick & Nora. The cosmetic line-up will be expanded through an exclusive partnership with e.l.f and the space allotted for NYX will be tripled in October. As for household items and accessories, Target Canada will be launching two exclusive brands of household cleaners called Better Life and Ecover. They’ll also be launching an exclusive line of appliances called French Bull and an exciting new range of well-known appliance brands. Overall, the retailer plans on bringing over 30,000 new items.
Earlier this month, we reported that Target had officially launched a price-matching strategy. Price matches can now be completed at any registers instead of guest services. The strategy includes price-matching for any local competitor’s flyers or ads (print or online) and price-matching for e-tailers such as Amazon.ca, Walmart.ca, Bestbuy.ca, ToysRUs.ca, BabiesRUS.ca, CanadianTire.ca, Futureshop.ca, and Sears.ca. Guests may also use price matching apps such as reebee and flipp to price match instead of bringing printed fliers. “If we see a like item priced higher at Target, we’ll lower it,” said Schindele. “And with the addition of our price-match guarantee, and 5 per cent off every purchase with a REDcard, guests should be confident they’re getting the best price at Target.”
Last but not least, In order to address stock issues, Target Canada plans on tightening up their back-end, which includes physical inventory counts, better forecasting and allocation, increasing delivery to stores to receive merchandise more frequently, and ensuring each team member receives proper training. “We know we still have work to do, but the entire Target team is focused on continuous improvement so that Canadian guests will have the Target experience they deserve,” Schindele said.