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Target Unveils New Store Prototype; Taps Kroger Executive Jeff Burt

Target Unveils New Store Prototype; Taps Kroger Executive Jeff Burt

Tuesday, March 21st, 2017

As Target looks to hone its strategies for a more stable position within the buy-side sector, the retailer has unveiled two new points of focus. Target will be rolling out a new store prototype, recently unveiled after the chain appointed a former Kroger veteran to head its grocery business.

Target CEO Brian Cornell talks about the retailer's prototype store Monday at the Shoptalk conference in Las Vegas.

The new concept is slated to open later this fall in the suburbs of Houston, TX. The format was unveiled by Target CEO Brian Cornell during the digital commerce conference Shoptalk, and will provide an answer for consumers’ ever-rising demand for convenience. 

Brian Cornell, Chairman and Chief Executive Officer, Target“Expect lots of flexibility, open sight lines, and discovery moments throughout the store,” Cornell said, according to StarTribune. “We’re going to take what we learn in Houston to help guide us as we customize and remodel hundreds and hundreds of stores over the next three years.” 

Slated to open this fall in a suburb outside of the Houston area, one main facet of the concept will be to place all food–fresh groceries included–and beverages by the front doors in order to better facilite consumer convenience. Other aspects include the following:

  • Online order pickup
  • Two separate entrances, similar to current stores
  • Merchandise displays to showcase apparel and home goods
  • Outdoor space for sitting

Target’s aesthetic appeal will also be changing with the new prototype, as well. The new store will boast rounded features, stenciled concrete floors, unique lighting treatments, and wood-paneled walls and beams. 40 of Target’s stores that are being remodeled this fall will gain some of these aspects right away. 

Feedback and insights obtained from the new concept will slowly be merged with the retailers other stores that will be remodeled and updated as part of Target’s new $7 billion investment strategy. Cornell also indicated that the company will lower prices and launch more exclusive brands in order to increase sales, while simultaneously integrating digital strategies into ones for its physical stores.

Target is also putting an emphasis on its grocery offerings with the pointed hiring of Jeff Burt as Senior Vice President of Grocery, Fresh Food & Beverage. Burt comes to the company with 30 years of experience with Kroger, most recently as the President of its Fred Meyer division. 

Jeff Burt, Senior Vice President of Grocery, Fresh Food & Beverage, Target

“I’ve always admired the love that shoppers have for Target,” said Burt, according to a press release. “There is an opportunity to harness the power of the Target brand to more clearly cater to what consumers want when they’re shopping for food and beverage. I am eager to join the team to help fuel the work that’s underway and propel the business forward.”

Burt will officially join the company on April 10, and will help execute Target’s grocery strategy: to provide a differentiated guest experience through the assortment, quality, and competitive prices of its products. 

Mark Tritton, Executive Vice President and CMO, Target“After an extensive search to find a new leader to join our team, I’m confident that Jeff is the right person for the charge. His vast industry expertise will accelerate our plans to bring a unique food and beverage experience to Target guests,” said Executive Vice President and CMO Mark Tritton, to whom Burt will report. “He’s an enthusiastic and passionate leader with the deep knowledge in food and beverage that Target needs to build on recent progress and drive future growth.” 

Will this new prototype cause effectual changes across the board for Target, and will its grocery business get a fresh revamp? Deli Market News will keep you covered as buy-side strategies unfold.