Target
is identified as one of the struggling big boys of the retailing world but if
my shopping experience this week is a guide, they may be on to something.
Guy
Russo has been given the job of turning around the “middle of the road”
department store after his huge success with Kmart. This one is probably taking
a little longer than he would like but there are signs of change. For starters,
Target has embraced some of the Kmart “super price specials” that are difficult
to ignore.
It
has been a while since I shopped in Target and a couple of things stood out. I
was shopping for a photo frame for a birthday gift and at Knox City Shopping
Centre, Target seemed a logical destination. They had a selection of simple
frame designs in various sizes but the price really impressed me. $8 for a 10”
x 8” frame with two choices of mat boards seemed really good value. And before
you accuse me of being a cheapskate, the frame will receive a significant
photo. But then I went to buy a card and wrap, and Target had really got this
right.
Like
many consumers I am uncomfortable with the ridiculous price of wrapping paper
and cards from traditional outlets. I am used to paying $5 - $6 or more for
wrap and the same for a card but at Target I chose a contemporary design gift
bag for $3 and a card for $2. I could have purchased a 3m roll of wrap for $2
with an astonishing choice of designs and spent as much as $3 on a card. That
was good value - a big tick for Target.
The
other thing that struck me about the Target shopping experience was the
check-out. We were directed by staff to a self checkout counter which at first
we balked at, but then realised it was just like a supermarket checkout, and
operated pretty efficiently. However, as market traders, we
certainly felt sad at this trend to impersonal shopping. Even Aldi gives you
personal contact at the checkout. Sorry Target, no tick here.
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