Target swaps dollar department for Bullseye's Playground

Target (NYSE:TGT) is remodeling the area inside store entrances, changing things up from The One Spot to the new Bullseye's Playground, featuring kids' gift items and seasonal merchandise.

"At Target, we're always keeping a pulse on how guests like to shop. We know you want to feel inspired and confident that you're getting exciting merchandise at a great price," according to a blog post on Target's A Bullseye View. "Enter Bullseye's Playground: an upgrade meant to up the fun factor and deliver an enhanced experience—designed with you in mind. Product will be curated to encourage discovery and align with three important themes: holiday, seasonal mindset and kids."

            Target's new Bullseye's Playground concept

The concept debuts just in time to feature winter holiday merchandise, and Target plans to rotate the assortment every eight weeks with the seasons (New Year's, Valentine's Day, Easter, etc.).  

Target has long operated an area near the entrance of most stores under The One Spot banner. It featured a selection of items in the $1 dollar range and was positioned to compete with the growing threat from deep discount formats, or dollar stores.

The One Spot debuted at a time when discount department stores were feeling intense competitive pressure from the dollar store retail segment and many, including Target and Walmart, developed product lines and displays to help stem lost sales.

Target in particular, was intent on regaining its position among value-oriented shoppers, having gone too upscale. The goal was to emphasize the "Pay Less" portion of its "Expect More. Pay Less" brand promise.

Flash forward to today, when Target CEO Brian Cornell is trying to bring the "Tarzhay" back into Target by doubling down on new upscale merchandising and displays.

For more:
-See this A Bullseye View blog post

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