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Wednesday, July 30, 2014

TargetExpress for Your Convenience

Target opened the doors of its first TargetExpress store in Minneapolis, Minn. last week. The abbreviated 20,000-square-feet retail venue was designed specifically for the generation of consumers known for being acclimated to speedy and efficient shopping experiences (Millennial customers).

The TargetExpress is about a sixth of the size of traditional Target store locations.  The prototype is similar in size and feel as a drugstore along the lines of Walgreens, CVS, or Duane Reade but has its own special flair with merchandise that includes groceries, bedding, smartphones and more. Target is clearly keen on obtaining opportunities in the urban core following the population growth in those areas.

In 2012, Target began testing urban area markets by testing a 80,000 to 100,000 square-foot store format called CityTarget, to appeal to the urban shopper. Now there are eight CityTargets in cities such as Chicago, San Francisco and Portland, Ore. 

CityTarget and TargetExpress are aimed at shoppers picking up fewer items because they are on the go and may not have the time or desire to shop at the larger retailers. It is more of a convenience store shopping experience in my mind.

Apparel Search is not sure how many of these new TargetExpress stores will eventually open, but we assume the major players in the convenience store market are paying close attention.  This may be disruptive to some retailers.  We are not certain, but we did read an article that mentions Target is already planning four more locations for 2015.  One in Minnesota and three in the San Francisco Bay Area. 

Although the store does sell basic socks and underwear, it doesn’t have a full apparel section. But it does have a full-size beauty department, along with the retailer’s fairly new beauty concierge service.

Super-sizing in retail is so yesterday’s news. Today, smaller is sometimes better.

Thank you for taking the time to read our fashion blog post. We hope that you have found this news to be informative. If you have comments or questions, please add your thoughts in the discussion area below.

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