Target to Open 15 Stores in Urban Areas in 2015

In an effort to respond to the increasingly urban, digitally connected population, Target has announced the opening of 15 stores this year in major American cities such as San Francisco, San Diego, Washington, D.C., and Chicago. Dubbed “TargetExpress,” these stores are only 20,000 square feet and meant to provide a “quick-trip” shopping experience for customers, rather than the longer trips typically associated with full brick-and-mortar outlets.

In addition, there will be seven new “CityTarget” shops that will be between 80,000 and 160,000 square feet, providing a more condensed version of Target’s best-selling items with an urban focus in mind, according to Chain Store Age. Initial locations for these outlets include near Fenway Park in Boston as well as the City Point development in Brooklyn. CityTarget and TargetExpress are both part of the company’s plan to bridge the gap between digital and brick-and-mortar retail, as well as use customer interactions and feedback to revamp store layouts to create a more personalized shopping experience.

“Our store growth looks different today than it did five years ago, driven by guests’ expectations for ease and personalization in their shopping experience,” said Tina Tyler, Target’s executive VP and chief store officer. “In our general merchandise stores, we’re embracing a test and learn philosophy, innovating with layouts and experiences.”

The emphasis on new experiences and layouts, as well as increased usage of digital methods for customer interaction, come at a time when retailers are largely moving towards greater acceptance and integration of mobile commerce as a way of challenging e-commerce giants like Amazon. For Target though, greater integration does come with challenges after it was one of the victims of one of the largest retail data breaches in the country. By expanding its smaller storefronts though, and increasing digital-friendly shopping, according to Tyler, Target is hopeful that it can reach a new urban audience with its recognizable brands as well as emphasis on local retailers.