? Write one paragraph on the background of the business. (What industry the retail store is active in, which firms are its main competitors, etc.). Make sure that you include the address of the store on top of the assignment. 

? Describe the layout of the store with as much details as possible in one paragraph (where products are placed, what is the first thing people see when they enter the store, etc.) In one paragraph, explain why you think the layout is designed so. Why do you think they have some brands/products in one section of the store and some in the other sections? 

? Select two people other than yourself (Preferably strangers, if you could not find any, you can go with friends) who visit that store, as well, and interview them. In your interview, make sure you get information about their general purchase behavior (how often they go shopping for that particular product, do they go alone or with someone else, etc.), why they visit that store, how they feel about it, etc. Then summarize your interviews in one paragraph. You are not expected to have the transcript of the interview in your report, just the findings and key points of each  interview. (Make sure you talk about the demographics of the people you interview: age, education, gender, etc.)

? Based on the interviews, background information, and your general observations, provide some suggestions to the retail store management in one or two paragraphs. Remember, your suggestions must be based on the previous sections of the report and not on some general suggestions.

 

Retail Store: Target Corporation

            Target Corporation is a general merchandise company. It was founded in 1902 as a dry goods store that later transformed to Dayton Hudson Corporation. In 1962, Dayton established the first Target discount store in Roseville, Minnesota. It currently operates in all 50 states and the District of Columbia, making it the fourth-largest retailer in the country with 1,914 stores, 46 distribution centers, and 48 brands unique to the corporation. The retailer employs more than 350,000 employees. It is estimated that 75% of the US population lives within a ten-mile radius of a target store (Target Corporation, 2021). The company operates using the tagline "Expect More. Pay Less." Wilson (2017) observes that Target's business model that distinguishes it from other retailers is the unique brands that contribute to over one-third of its total sales. The most important competition for target includes Walmart and Costco. However, focus on discounts and customer experience is one element that sets Target apart from these and other organizations.

The Layout of the Store

            The Target store I visited is the New Somers Point, New Jersey. This store has two entry points, with one being designated for online orders on the left, and the right entry point under a huge Target sign is for the offline shoppers. The floor is stenciled, and the front windows have large glasses, and coupled with unique lighting, the setup is welcoming. Upon entry, the first thing to notice is that the "everyday products" such as kitchen supplies are placed on the right side of the store closest to the exit door. It is the greengrocer that makes the most important first impression of the store. It is set right ahead with circular front-facing shelves and exquisite lighting. The isles are arranged according to the range of products and how they are related. Lighting plays an important role in the layout as it is designed to attract a customer's eye to every shelf in each aisle, and it is unlikely that they would miss an item.

The Rationale for the Layout

            The layout of this Target store is incredibly customer-centric. The division of the entries aims to reduce congestion by allowing the grab-and-go customers to achieve this without having to walk deep along with the store's isles. For example, the entrance for online orders also accommodates the grocery shoppers whose purpose is to pick products and walk away without having to walk a whole length of an aisle. This entrance is matched with a smaller parking lot across the front store's front area, whereas the exclusive brand shoppers who take more time in the store are on the side of the store with the bigger packing space. The view of fresh products in the greengrocer section provides shoppers with the idea of fresh and reliable products that the store offers. This is mainly for creating the first impression as it can be viewed from a distance outside the store. Lighting plays a vital role in this particular store as it enables customers to shop in progression. One can clearly see products related to what they are shopping for from a distance and move on to purchase.

Interview

            I interviewed my two friends, a male, and a female, with whom I went shopping. They are both in their late twenties and have been shopping in this store for a long time. I asked them why they chose Target, the products they purchased, and the reasons for choosing offline shopping. The female, fashion, and greengrocer are the main areas of her frequent shopping, and the male is more inclined towards everyday products. Neither identified discounts as the reason for choosing Target. Both conceded that they spent more time in the store than intended and purchased goods they had not planned for. The average time spent between them in the store is 45 minutes. They think that online shopping with Target is time-consuming and opt to shop physically. Congestion was their main issue, and the male respondent indicated that it is the main reason he chooses to obtain other products from other retailers.

Suggestions to the Retail Store

            Whereas this Target Store has a decongestion strategy in place through the establishment of two entries that divide customers according to their needs and potential time to be spent, the space between the aisles is still limited. This is reflected in Customers having to make way for others while searching for products. Therefore, the store needs to increase the space between aisles to offer shoppers more space in all areas. Both respondents choose to present themselves in the store to avoid waiting too long for their goods to be processed. Therefore, the store must improve its online retail services to ensure that customers receive their products almost instantly. This approach will reduce human traffic within the store and thus solve the congestion problem. In addition, diversifying its products from the current private brands will increase sales.

Outline

The background of the business

            Target Corporation is a general merchandise company. It was founded in 1902 as a dry goods store that later transformed to Dayton Hudson Corporation. Target's business model that separates it from other retailers is the unique brands that contribute to over one-third of its total sales.

The Layout of the Store

• The Target store that was visited is the New Somers Point, New Jersey.
• The front facing greengrocer sets the first impression.
• The "everyday products" such as kitchen supplies are placed on the right side of the store closest to the exit door.
•  Lighting plays an important role in the layout as it is designed to attract a customer's eye to every shelf in each aisle, and it is unlikely that they would miss an item.

The rationale for The Layout

• The layout of this Target store is incredibly customer-centric.
• The division of the entries is aimed at reducing congestion.
• The view of fresh products in the greengrocer section provides shoppers with the idea of fresh and reliable products. Lighting enables customers to shop in progression.

Interview

• I interviewed my two friends, a male, and a female, with whom I went shopping.
• Discount does not influence their shopping behavior but availability of products.
• Both conceded that they spent more time in the store than planned and end up purchasing goods that were not intended for.
• Online shopping with Target is time-consuming and opt to shop physically. Congestion was their main issue.

Suggestions to the retail store

• Store requires to increase the space between aisles.
• The store must improve its online retail services.
• There is a need to diversify products from current private brands.