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Target Store Observation - Lincoln, NebraskaBryan SonesBellevue UniversityFebruary 26, 20161
IntroductionTarget is the second largest retailer in the United States. The first store was opened in 1962 and the operations are currently headquartered in Minneapolis, Minnesota. With nearly 2,000 stores located throughout the country, they continue to grow and expand. During this project, I was able to accompany Mike Z throughout a Target store in Lincoln, Nebraska. He has been with the company for over 4 years and was currently the Executive Team Leader of Logistics.Service and Product DesignTarget’s Expect More. Pay Less.brand has been around for quite a long time. The motto holds true and sets them apart from others. They want their guests to expect more from them than they would from the competition. Target provides a shopping experience that is loaded with fast, fun, and friendly Team Members. They have a fun and slick design that provides a fresh and exciting shopping experience to their guests. Their owned brands maintain a level of quality and design that sets them apart from other generic brands. Also, Target provides all this while still remaining competitively priced to their competition.Target has several owned brands that differentiate themselves from one another. The food areas alone portray a great example. Market Pantry is their most affordable line when looking for you basic shopping essentials. Archer Farms is their higher quality version and stacksup well against mainstream and well-advertised brands. It also offers a unique style or version of their guests’ favorites. Simply Balanced offers guest a healthy alternative balancing more natural sources of the foods they love.2
Target differentiates themselves in ways outside of the store as well. Before guests even enter the building, they have an image of what they expect from the marketing that Target has invested in. Target’s marketing and commercials are fun and festive. They are many times simple and capture the design that you would expect when you walk in the store.The quality of service and the quality of product go hand-in-hand. One adds to the experience while shopping and invites guests to come back time and time again. The other ensures a reputation is built over time that instills trust and confidence of those purchasing the product. Take one away and the investment made in the other will not reap the benefits or potential it had intended.Quality ManagementThe quality of product is extremely important with the competition being across the board in this day in age. It’s important to offer guests a wide array of products to choose from to meet their needs, preferences, and budget. However, even the most affordable product has to offer a high level of quality. Mike used an example in just their towels section. Target’s Homebrand is the most popular among college students. It’s usually around $3 and offers fun, vibrant, and a wide variety of colors. Threshold is their highest selling towel and ranges from $5-$10, offers a softer feel, high quality, and still affordable to most guests.