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Mystery Shop: Target Remodel


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Is Target hitting or missing the mark with its store makeovers? To find out, Field Agent sent 40 REDcard holders to newly-remodeled Targets, where they captured video and shared feedback. Check out the results in this special report.

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Mystery Shop: Target Remodel

  1. 1. 2 Meet the Shoppers Field Agent dispatched 40 Target REDcard holders to their local, newly-remodeled Target store (renovated within the past 12 months), where they toured the store, captured photos and video, and shared their feedback about the remodel. All store visits were made November 30, 2018 to December 11, 2018. N = 40 85% 15% Male Female 25-34 35-44 45-54 55-64 15% 8% 38%40% 100% Yes Age: Gender: Agent Photo 0 times 1-2 times 3-5 times 6-10 times 11+ times 33% 20% 25% 18% 5% Prior to today, how many times have you shopped at the remodeled store you visited today? Target REDcard holdersMystery Shop Locations
  2. 2. 3 A Word about the Remodel "Fresh, clean, bright, new changes to the store are positive and refreshing." - Agent Quote In your opinion, what 3 words best describe the remodeling your local Target underwent? Below are words mentioned by at least four participants, along with the frequency of use N=40 Bright 14 Clean 12 Modern 12 Fun 6 Fresh 4 Trendy 4 Word: Times used: Bright Clean Modern Fresh Trendy Fun Clean Bright
  3. 3. 4 Agent Photos A Look Outside
  4. 4. 5 Agent Photos A Look Inside
  5. 5. 6 For the Win "It feels like a mini mall. It is exciting and captivating. Each section invites me and encourages me to linger longer!" - Agent Quote What are your top 3 likes about the remodeling your local Target underwent? Below are "likes" mentioned by at least five participants, along with the frequency of use Open/spacious aisles or layout (mentioned 11 times) Well-lit aisles/displays (10 times) Upscale beauty/women’s departments (10 times) Easy-to-read signage (7 times) Starbucks addition (5 times) New fitting rooms (5 times) Agent Photo N=40
  6. 6. 7 The Bad News "I really don't care for [the remodel]. It is stressful." - Agent Quote What are your top 3 dislikes about the remodeling your local Target underwent? Below are "dislikes" mentioned by at least three participants, along with the frequency of use New layout/getting used to layout (10 times) Lack of improvements to grocery (7 times) Checkout area (e.g., too few registers; 4 times) Returns area location/layout (3 times) Aisle size/design (3 times) Agent Photo N=40
  7. 7. 8 Feelings on the Matter Which one emoji best captures how you feel about the remodeling your local Target underwent? “I am absolutely in love with the Target remodel!” - Agent Quote 32% 15%22% N=40 10% 8% 8% 2% 2%
  8. 8. 9 For Better or Worse? “Target has improved for the better but still needs to work on overall organization of the store.” - Agent Quote Are the following aspects of your newly-remodeled Target better or worse than before the remodel? 5% 12%13% 2%0%4%0% 92% 77%78% 84% 90%92%95% Better Worse N=40 In-store signage External façade/“curb appeal” Store layout/ organization Shopability/ease of shopping The store overallShopping enjoyment Store ambiance/ atmosphere
  9. 9. 10 Shopping Impact - Agent Quote Are you more or less likely to shop at your local Target following the remodel? “The remodel makes me want to shop at Target more often!” Much more likely More likely Little more likely Neither more or less Little less likely Less likely Much less likely 0%0% 2% 30% 12% 28%28% N=40 Agent Photo
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