Target's LA25 gets an update

Last fall, Target created LA25 – a collection of store enhancements and initiatives from across the chain, displayed in one place.

LA25 is an initiative whereby Target (NYSE:TGT) is testing new departments in 25 Los Angeles area stores. The tests are designed around the chain's signature categories and new services such as in-store pickup.

This latest group of tests began appearing in May.

Entrances have gotten a refresh with department store-style displays of local and seasonal product. The goal is to transition the assortment every eight weeks, according to the company.

Bullseye's Playground, formerly The One Spot, is proving to be a hit with shoppers. The section features value-priced seasonal items and has become a permanent fixture at the front of stores.

Guest Services counters bear new banners of Order Pickup, reflecting the growth of the in-store pickup option for online orders.

New Service Advisors are dedicated to walking the store to help shoppers with more than just finding items or getting prices, including assistance with exploring products or downloading the Cartwheel app.

Target is testing new food vendors for service areas at the front of the store: Freshii, Which Wich?, Pizza Hut Artisan and Starbucks Cafes.

Key categories have gotten updates, including women's apparel and accessories, where the C9 Champion brand got a "major refresh" with more space, updated fixtures, signage and mannequins.

Home features lifestyle displays for Target's newest collections and patio displays now showcase large items, including furniture, available for order online. This concept was tested in Denver last year and has been expanded to LA.

There are more locally sourced items, both sprinkled throughout the store and highlighted on endcaps or featured spaces.  

Grocery is an area where Target continues to try out new programs. Here, it's been given a new look with woodgrain signs and shelves. Flooring has been updated and new bins added in the fresh food area.

The mass merchant has also taken a page from traditional grocers and is increasing its cross-promotional displays by grouping food items by event or meal, instead of just by category.

"At Target, we're always looking for ways to create an exceptional shopping experience for guests," said Mark Schindele, senior vice president, Target Properties. "Our teams are learning a lot from LA25, and we're excited to see how these newest enhancements fit into the mix."

Target has long tested new programs, but typically sprinkled them throughout the chain (and kept them secret). LA25 is a marked departure for the chain and one it has enthusiastically embraced.

"In the coming months, we'll continue to watch and learn as our guests dig in and experience these latest updates," said Schindele. "We'll use the feedback to make our next store prototype and new store formats even better."

For more:
- see this A Bullseye View blog post

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