The stores of Target, a top 10 retailer in the US, are in the midst of significant changes.
And we are talking about the updated design, and about more modern technologies, and about the very approach to communicating with customers. The goal of the reorganization is greater openness to buyers, both in appearance and in interaction.
This year and next year, it is planned to update 600 of the chain's 1,850 stores, despite the fact that over the past two years, about 400 have already undergone significant changes. And the results of the reorganizations already carried out have been very positive. There is an increase in sales in the updated stores, an increase of approximately 2-4%.
Particular attention in the ongoing processes is given to departments for the sale of beauty products and household items. This is not surprising, this segment is the most profitable for Target, it brought in 24% of revenue in 2018 and 29% in the first quarter of 2019. The beauty departments are planned to be especially attractive, inspiring customers to discover new things, and not just boring household replenishment.
When shopping in the new beauty departments, shoppers need to feel special, not at all like they feel when they buy ordinary practical products in other departments. The shelves will be lower and the aisles will be wider, which gives a wider view and a more pleasant feeling when moving around the department. New accent lighting will make makeup testing a more fun and inspiring experience.
In addition to the design, the range of goods will also change, it will include more than 1,000 new cosmetic brands. From such a number of offers, any buyer will be able to choose the right one, and the very abundance of goods pushes for further choice, research of new products and arouses curiosity.
And of course, the changes will not only affect the design and range, employees selling beauty products will communicate with customers in a different, more personalized manner than usual. Target employees. Getting into the departments of beauty and cosmetics, customers should feel in a special place that provides comfort and alluring new opportunities. This is no longer just a boring place to buy out of everyday goods, this is a special world that you want to visit more than once.