EXCLUSIVE Q&A: Target focuses on in-store customer connections
Target Corp. sees the physical store as much more than a place to sell goods.
Chain Store Age recently spoke with Cephas Williams, senior VP of stores for the Target Midwest region, leading more than 90,000 team members across 571 stores in 22 states. He oversees one of Target’s largest and most diverse store portfolios.
In a wide-ranging interview, Williams explained why he believes that stores are more than places to shop — they are spaces for connection.
[READ MORE: Target reveals turnaround plan — investing $6B in stores, tech and workers]
Why does Target call its customers ‘guests’?
From the very beginning, we believed shopping should feel welcoming, not transactional. Target has long made a deliberate choice to say ‘guests’ to reflect how we want people to feel when they walk into our stores, or even shop online: inspired, comfortable and valued.
This mindset shapes everything we do today, from how our stores are designed to how our team members engage with guests. Our stores are the heart of Target, because we're not just a place to shop. We're a place where you belong and where every visit and every interaction help build a sense of connection.
How are stores designed to maximize customer service?
It’s a new chapter for Target, and we have four strategic priorities guiding our path forward. They are leading with merchandising authority; elevating the guest experience; accelerating technology; and strengthening our team and communities.
As we think about elevating the guest experience, our stores are designed around one simple goal: making every guest interaction feel easy, inspiring and friendly.
To make things easy, stores are organized, well‑stocked and intuitive to navigate so guests can find what they need quickly, whether they’re shopping the aisles or utilizing one of our other convenient shopping options, such as drive up, order pickup or same-day delivery powered by Target Circle 360. This allows guests to be on their way effortlessly.
To be inspiring, we create environments that encourage discovery by not just stocking what guests came in for but delighting them with things they didn’t know they needed. From presentation to product storytelling, the experience is meant to spark curiosity and inspiration.
To make stores friendly, team members work hard to deliver the Target feeling in every store. A greeting, a helpful suggestion or a moment of engagement during an in-store experience can transform a routine errand into something memorable. That’s why we continue to invest in empowering nearly 350,000 team members to consistently create these moments across every store.
How are associates trained to focus on customer experience?
At Target, we call associates ‘team members’ because we all play an active role in shaping our culture and the experiences we create for our guests. Guest experience starts with empowering team members to see themselves as brand ambassadors for what makes Target special.
Training is rooted in a simple belief that our team members are the community and the foundation of what makes Target special. They are our most powerful connection to the neighborhoods we serve.
By combining clear service standards, thoughtful training and opportunities like weekly store events, we’re consistently delivering the ‘My Target’ experience with every visit, in every store.
How does Target use technology to amplify in-store customer experience?
Accelerating technology is a top priority for Target, and it’s a throughline in everything we do from leading with merchandising authority to elevating the guest experience and enabling our team.
In Target stores, we’re focused on using technology to remove friction for our teams and create more joyful, personalized experiences for our guests. Technology at Target is designed to support human connection and discovery, not replace it.
Behind the scenes, technology keeps our stores running smoothly and consistently across more than 2,000 locations so guests can move seamlessly between digital and in‑store experiences – whether using Target’s app in ChatGPT for curated discovery, conveniently ordering online for in-store pickup, or using innovations like ‘store mode’ in the Target app, which helps guests navigate stores more easily, discover products and access real-time information while they shop.
Technology also enables us to scale guest experiences – helping us communicate with stores, execute consistently and measure impact at scale. Technology also plays a more visible role in creating engaging, interactive moments for guests — and we see continued opportunity to build on that over time.
Most importantly, it empowers our team members by simplifying operations, prioritizing tasks, and giving them more time to engage with guests and create moments of connection.
Are there any future plans for customer service you can discuss?
Starting this spring, every Target store will host an event every Saturday, bringing more than 2,000 moments to life each weekend, scaled across the country and specialized for each community.
These include things like live demos, giveaways and in-store activations designed to fit into guests’ everyday routines, creating opportunities for discovery and connection.
We’re also leaning into flagship in-store events at select locations tied to culturally relevant moments like the Coachella and Stagecoach festivals. These activations are centered around discovery and connection and position Target as a go-to destination for festival preparation.
We will continue building this approach across key moments throughout the year, including back-to-college, creating experiences that help guests prepare for key life moments in ways that feel relevant to their communities.
It’s a strong example of how we’re tailoring experiences to what resonates most within local communities, bringing our signature style and design to life while creating moments of discovery and excitement in our stores.
