Racked reports he's visiting Target shoppers in their homes across the country.
"Target CEO Brian Cornell’s quest to understand shoppers takes him inside customers’ homes, looking in their cupboards and closets," Minneapolis/St. Paul Business Journal's Nick Halter writes.
Cornell is headed out to Chicago this week for pre-arranged house calls, which he considers important research into what Target can do better. He travels with Target execs and researchers, and the team has already gone door-to-door in Boston, San Francisco, LA, and Dallas.
It sounds like he goes undercover when he visits Target shoppers too. "No one knows I am the CEO of Target when I do that," Cornell told reporters. "Our overall focus — on being closer to the guest, closer to the consumer, being externally focused — means you have to get out there and listen," he said. "I spend a lot of time in houses and in stores, just listening to our front-line organization and the guest."