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Target localizing its Express format stores


Target Corp. is reportedly localizing the assortments at its smaller-footprint Target Express stores to a high degree.

The Minneapolis-St. Paul Star Tribune reported that since opening its first Target Express in the Dinkytown neighborhood of Minnesota in summer 2014, the discounter has carefully considered local customer demographics when stocking shelves.

With a footprint of roughly 16,000 to 20,000-sq.-ft., Target Express stores have much smaller selling space than the mid-sized City Target or full-sized Target formats. Thus Target maximizes efficiency by doing things like avoiding stocking toys in the Dinkytown store, which is located near the University of Minnesota and has a large number of college students living in apartments.

In general, Target Express stores stock a large amount of private label goods and packaged apparel, and offer pharmacies. Target CEO Brian Cornell has publicly said Target Express stores, as well as personalization and localization of stores, are a major part of Target’s growth strategy.

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