its plan to open a slew of mini stores in new markets geared towards millennials.
According to Consumerist, Target executives say they’ve shifted from the big box store model it’s used in the past with its new mini stores, which are putting down roots in college towns and urban areas with younger shoppers milling around, looking to spend money. This is in contrast to Walmart’s failed Walmart Express Stores, which were mainly located in suburban and rural areas.
“We had become really good at stamping out the same store in different markets,” Chief Operating Officer John Mulligan told The Wall Street Journal in a new interview. “For these formats, we are rethinking everything.”
Each store will cater to local tastes — so for example, a mini store near the University of Minnesota will carry ping-pong balls and beer, with nary a stroller or teething toy in sight. In contrast, at a store in New York City’s Tribeca neighborhood, there will be baby items to appeal to all the families living nearby. Target has been fighting sluggish sales amid slowing traffic at its 1,800 or so stores, and these new stores are geared to help boost the company’s overall performance in the next two years.