Target Canada unveils new initiatives

Target (NYSE:TGT) Canada has unveiled new initiatives to improve the customer experience. The changes come on the heels of a review of Canadian operations and an apology from Target executives.

Target's Canadian stores have delivered disappointing earnings this year. The division reported a loss of close to $1 billion due in part to the opening of 124 stores, reported Women's Wear Daily. The store also assumed culpability for the losses by admitting mismanagement during its entry into the Canadian market.

The retailer announced a number of merchandise initiatives Aug. 13, including a partnership with celebrity interior designer Sarah Richardson set to launch next year. Other merchandise improvements include partnering with Roots to extend the Beaver Canoe assortment, expanding the maternity assortment by 50 percent, and the introduction of a plus-size line. Overall, more than 30,000 new products will be added to the assortment.

In addition, a guest-focused leadership team was formed that includes John Butcher, senior VP of merchandising; Janna Adair-Potts, senior VP of stores and distribution; and Mark Schindele, president of Target Canada.

"We've been listening to our guests and taking a hard look at where we need to improve," Schindele said. "We've uncovered the root cause of some of our challenges and are focused on three main areas: improving in-stocks, sharpening our pricing strategy and enhancing our merchandise assortment."

Target just announced the addition of three new Canadian stores, bringing the total to 130 by the end of the year.

"We know we still have work to do, but the entire Target team is focused on continuous improvement so that Canadian guests will have the Target experience they deserve," Schindele said.

For more:
-See this Target press release
-See this Women's Wear Daily article (subscription)

Related stories:
Target fires head of Canadian operations 
Target still reeling from data breach, failed Canada expansion
Target hires three new tech execs in digital buildout
Target apologizes to Canadian shoppers
Target CEO shakes up executive committee

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