SAN ANTONIO – Target has opened one of its newest “next generation” concept stores in Richmond, Texas, reports MySanAntonio.com reports.
The new store, part of a multibillion-dollar plan to reimagine more than 1,000 Target stores nationwide, feature two entrances: The “ease” side of the store offers a supermarket-style experience, where customers can pick up online orders, both in store and curbside, and purchase grab-and-go items like groceries, wine, last-minute gifts, cleaning supplies and prepared meals. The second entrance leads to the "inspiration" side of the store, which has a department store-like style. Customers can shop for seasonal decor, beauty products and specialty brands from celebrities like "Fixer Upper" stars Chip and Joanna Gaines.
"We wanted to tailor the experience to what shoppers are looking for," store manager Shannon Wolford told the news source. The Richmond store is Target's first next-generation store in the United States, the most ambitious brick-and-mortar retail design to date, Wolford added.
The store has a modern aesthetic with polished gray concrete floors, natural wood accents and windows for natural light. The news source says that the store also features an airier layout with lower aisles, smaller signage and LED lights that dim automatically to be more energy efficient.
Brands featured in the “inspiration” part of store include a Starbucks with outdoor seating. Different sections feature names like TrendSpot, Kitchen World and Wondershop, which showcase goods like apparel, cookware and seasonal decor. Mannequins offer suggestions on outfits, and techs are on hand to help customers set up their new electronics purchases.
On the grab-and-go “ease” side, Target brought its grocery section from its traditional back-of-the-store location to the front, and expanded its selection to offer more fresh produce, prepared meals and local foods, notes the news source. An outdoor green space has seating for workers on lunch break, and a curbside pickup station allows customers to pay for goods via online or mobile and have attendants come out and load purchases into the car.
Ed Wulfe, a Houston retail developer, told the news source that Target is staking its future as both a brick-and-mortar mainstay and an emerging e-commerce player. "It has been a difficult challenge for all the brick-and-mortar stores to adapt to the digital tsunami in retail," he said. "Some have done it better than others. Most are scrambling on how to do it better. If Target can make this work here, it opens up a whole new field."
Josh Orr, a retail consultant with Houston-based Streamline, added that by building a dual-concept store, Target can blend the in-store and mobile experiences, which will help the chain better compete with e-commerce giants like Amazon. "Target is really trying to create a unique retail experience across both online and in-store," he said, adding that what's been unique about Target “is you walk in wanting milk and leave with three shirts. …Their challenge with this grab-and-go design is not killing that."
A Target spokeswoman told the news source that the retailer is testing new checkout hardware at the Richmond location that will allow the store to convert self-checkout lanes into staffed lanes depending on customer volume and needs. Target currently has plans to remodel more than half of its 1,834 stores nationwide to incorporate elements of its Richmond store.