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dmi:Design Value Award Winner - Target Store Design
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dmi:Design Value Award Winner




Target Store Design, Real Estate and Construction

Innovative Store Re-Design at Scale and Speed


Target launched an ambitious store re-design, starting in 2017 with 100 stores. They used guest and team member feedback to evolve the design to provide an easier and more inspiring shopping experience. The new store design included mass customization and being locally relevant at scale across the country. The organization committed more than $7 billion to modernize every dimension of the business.

By the end of 2020 Target will have remodeled more than 1,000 of 1,800 Target stores with the latest generation of store design. Celebratory moments at the front of stores to highlight the best and newest items of the season, grab-and-go grocery and essentials are conveniently located at the front of the store, additional self-checkouts and larger order pick-up spaces were added to improve the guest experience, and nursing spaces were added to make shopping easier for new moms. Installing LED lighting and solar panels have helped more than 80 percent of the remodeled stores become Energy Star certified.

Accomplishing this feat required a cultural shift in the organization, leveraging unprecedented collaboration between cross-functional teams. The overall remodel program engaged 500+ additional architecture and engineering consultants and construction crews of approximately 100 people per store.

The financial value has been immediate. Target has seen an average sales lift of 2% to 4% in remodeled stores, against an investment between $4million and $10 million per renovated store.
The initiative is a clear example of the effective use of design strategy and management to frame, develop, and roll-out an ambitious design program at scale.

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