Target 2004 Annual Report Download - page 10

8
On Brand, Beyond our Shelves
Our devotion to “Expect more. Pay Less.” is not limited to
merchandising at Target. We believe that our guests’ entire
shopping experience, whether in our stores or on-line, should
reflect this brand promise. As a result, we dedicate consider-
able resources to delivering superior guest service, in-stock
reliability, and an environment within Target stores and on
our website that is energetic, trendy, organized and enjoyable.
• For many guests, speed defines the ideal shopping
experience, so we’re constantly raising the bar to meet
this need. During 2004, we placed Guest Call Buttons
in areas, such as jewelry and electronics, in which
guests require additional or specialized assistance. Our
goal is to respond to guests in these departments
within 60 seconds and to-date, we are meeting this
goal 90 percent of the time. During 2004, we also imple-
mented improvements in our checkout process to speed
guest payment and complete transactions more quickly.
In 2005, we will help guests quickly find what they are
looking for and will continue to focus on improving our
speed at checkout by reducing time spent waiting in line
and by assigning every fourth cashier to open another
express lane.
• In-stock reliability, presentation consistency, and store
cleanliness are also critical in delivering the shopping
experience our guests expect. To ensure consistent
execution as we continue to grow, we implemented a
system of integrated measurement and reporting tools
which helps us evaluate our stores from our guests’
perspective. This system provides a clear picture of each
store’s performance on a wide range of tasks and allows
us to take corrective action at underperforming stores.
We have seen considerable improvement in store exe-
cution and consistency since we adopted this approach
and have confidence that the entire organization — from
headquarters to stores — is focused on the specific
details that are most relevant to our guests.
• To ensure that our stores remain fresh and current,
Target invests about $400 to $500 million annually on
store remodels, and every few years we re-invent our
store to incorporate major new design elements and
merchandise adjacencies. During the past 18 months,
Target has remodeled nearly 100 stores to reflect our
newest P2004 format and updated more than 200
additional stores with selected attributes.
• Target.com complements and reinforces the relationships
we develop with our in-store guests. The site currently
features approximately 70,000 items, including the best
brands and values available in our stores and an
expanded selection of Web-exclusive merchandise,
including monogrammed Fieldcrest towels, small sizes
in Isaac Mizrahi apparel and larger sizes in shoes.
Target to a T Launched on Target.com in 2004, this apparel
program allows guests to customize the color, pocket-style and fit
of Mossimo jeans for women and Merona shirts and Cherokee
chinos for men.
Guest Call Buttons By providing a way for guests to request
assistance in areas such as jewelry and electronics, guest call buttons
help guests get the answers they need, find the merchandise they
want and complete their transactions more quickly.
The 1 Spot Through its wide range of quality, gift-oriented
merchandise that is updated frequently, the appeal of its bargain
$1-price, and the excitement of its treasure-hunt experience,
this offering is strengthening our guests’ bond with Target and
driving incremental sales.