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.
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