The retailer equipped new stores with technology improvements, new fixtures, and a brighter look and feel.
And we are talking about the updated design, and more modern technologies, and the right approach to communicating with customers. The purpose of the reorganization is greater openness to customers, both in appearance and interaction.
This year and next it is planned to update 600 of the 1,850 stores of the chain, although, over the past two years, about 400 have already undergone significant changes. And the results of the reorganizations already carried out were very positive. There is an increase in sales in the updated stores, an increase of approximately 2-4%.
Particular attention in the ongoing processes is given to the departments for the sale of beauty products and household items. This segment is the most profitable for Target: it brought 24% of revenues in 2018 and 29% in the first quarter of 2019. Departments of beauty products are planned to be especially attractive, inspiring buyers for discoveries, and not just dull replenishment of household supplies.
When making purchases in new departments of beauty products, buyers should feel in a particular way, not at all in the way they think when they buy ordinary, practical goods in other departments. The shelves here will be lower, and the aisles are more extensive, which gives a broader view and more pleasant sensations when moving around the department. New accented lighting will make cosmetics testing a more exciting and inspiring experience.
In addition to the design, the assortment of goods will also change; over 1000 new cosmetic brands will be included in it. From many before-mentioned offers, any buyer will be able to choose the right one, and the very abundance of goods pushes for further choice, research of new products and awakens curiosity.
And of course, the changes will affect not only the design and product range, employees selling beauty products will communicate with customers in a different, more personalized manner than regular Target employees. Getting into the departments of beauty and cosmetics, buyers should feel in a particular place, providing comfort and attracting new opportunities. It is not just a boring place to buy finished goods of everyday use. It is a fantastic world that you want to visit more than once.