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Your favorite big-box store is getting a major upgrade. Target is testing a new look in various stores around the Los Angeles area, and the result is a peek into the future of the retail chain.
The experiment, which they're calling LA25 because it affects 25 stores, pulls together all 35 improvements they're working on in one place to see how shoppers react. They're mainly focusing on updating decor, design, and layout, but they're also selling locally-produced products and displaying items that you can only buy online.
According to TheStreet, Target is planning on shelling out $1 billion to remodel stores, revamping 39 existing locations and adding 15 more this year. Check out how the new stores might look.
Here's what the front of the store looks like in your typical Target:
And here's what it looks like in Los Angeles. They're putting fashion and home style front and center, with a display that changes every two months and also incorporates seasonal items. They'll also keep the Target dog, Bullseye, around in the form of the discount section, Bullseye's Playground.
Take a look at the the guest services counter, before and after. The new version adds staffers called "service advisors," who walk the sales floor to help shoppers find items, download the store's app, and help them buy online-only items.
The restaurant section looks almost completely different. LA25 tests out three different food vendors, Freshii, Which Wich, and Pizza Hut, and adds a Starbucks to any store that didn't have one before.
Here's an example of the women's activewear section, before and after. They're making it easier to navigate the space, adding better lighting, and testing out new mannequins.
And finally, here's the grocery section, before and after. The new version adds wood paneling, a black-and-gray color scheme, rearranges items. Updates also include changes to the lighting, flooring, and signage.
Overall, it's a fresher, more modern look that helps Target keep up with the times. And with competitors like Amazon nipping at its heels, these upgrades will hopefully keep Target modern, while boosting Target.com at the same time.
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