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Target takes steps to be the ‘easiest place to shop’ in US

Target Store
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Target Corporation, the second-biggest discount store retailer in the United States, has announced various initiatives to make it(self) the ‘easiest place to shop’ in the country.

The Minneapolis-based retailer is set to expand its delivery service options for guests, invest in the team and enhance the shopping experience.

To start with, the retailer has announced to increase the minimum starting wage of its employees by a dollar which will now be US $ 12, effective this Spring. It is the second such wage increase for the Target employees after a similar hike that was observed in the fall of 2017. The retailer is committed to making it US $ 15 a day by the year 2020.

Target is also planning to refashion around 300 of its stores across the country with a focus on ‘next-generation store design’ to better serve its customers.

The retailer will open 30 small-format stores in urban and dense suburban neighbourhoods and near college campuses to increase its reach to the young generation. Out of the total 30 format stores, four of them will go operational in Boston, Chicago and Washington D.C., areas this week only.

Large metro areas like Chicago, Los Angeles, Minneapolis-St. Paul and New York will also get sizeable investments.

Further, after receiving an overwhelming response from its customers for its new brand, Universal Thread, an expansive lifestyle label for women which it launched earlier this year, the company is now gearing up to add more such brands in the time to come. The move seems to be a counter step against Walmart which is also streamlining its apparel business.

Free two-day shipping and Drive Up facilities will also be the major focus areas for the retailer this year. Target is planning to start the Drive Up facility in a phased manner across the nation by the end of this year. The process is likely to kick off from April.

To use the Drive Up facility, a guest needs to place their order online from the Target app and a team member delivers it to their car in the store parking area.

Meanwhile, the free two-day shipping service has now been made available on hundreds of items on and the same will be expanded further.

The retailer is also mulling to expand the delivery service for guests’ in-store purchases to all five New York City boroughs and four new cities this year.