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.

2. 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

3. 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

4. 4 Agent Photos
A Look Outside

5. 5 Agent Photos
A Look Inside

6. 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

7. 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

8. 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%

9. 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

10. 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

11. 11
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