Target wants to make it as easy as possible for its customers to find what they need and purchase products without worrying about how they will bring them home.
The layout of stores is an important factor in this.
“There’s great signage to guide you,” Ioli Macridi, a research analyst at PlanetRetail RNG told Business Insider.
Once you find the section you’re looking for, some will have an expert sales adviser on hand to give you guidance. Over 300 of its stores offer a beauty concierge service, for example, where an adviser can give expert advice on skincare and beauty products. In other locations, there are baby-registry advisers.
These in-store services are one of its biggest assets for conversion, Cowen analyst Oliver Chen wrote in a note to investors in March 2018, adding that “customized and thoughtful service is an important competitive advantage for Target versus Amazon.”
Target is also increasingly focusing on creating ways to make it easier for shoppers to load up their carts without worrying about how to get their purchases home. It has a service, reserved for its urban locations, that allows customers to have their purchases shipped home that day from the store for a flat fee of $7. It’s $25 extra for larger items such as furniture.