In 2017, Target announced it would spend more than $7 billion over three years to “grow sales faster, gain market share, adapt to guests’ rapidly changing preferences, and give them even more reasons to choose Target.”
Last month, Target announced it had finished remodeling its 1,000th store, passing the halfway mark of updating its 1,900 stores. The company has invested billions of dollars in updates to help their guests “feel welcomed and inspired,” according to their website.
In an interview with Nicole Norfleet of Minnesota’s Star Tribune, John Conlin, Target’s senior vice president of properties, said, “The remodel program is our vehicle to really invest in continuing to elevate the store experience for our guest in discovery but also to invest in ease for our guest.”
Through their remodels, Target has worked to “create warmth” in their spaces using elements like wood, wood tones, and specialty lighting. They have also changed the marketing guests see throughout their stores, using signage designed to reflect the surrounding community and help make their guests “feel represented and welcomed whenever—and however—they shop” with them.