Target 2009 Annual Report Download - page 8

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6
fresh approach
We’re continuing to improve our guest experience by transforming
both our in-store and online shopping environments. Through new
xtures, lighting, presentation and merchandising, we are signicantly
enhancing departments throughout the store, including Home, Beauty,
Jewelry, Shoes, Electronics and Food.
After a highly successful test of a new store prototype, we introduced
our PFresh layout that features an expanded food assortment in a
general merchandise store. These Target stores offer guests high-
frequency perishables such as fruits and vegetables, a selection of
fresh meat and bakery items, and an expanded assortment of dry,
dairy and frozen foods. We use targeted marketing strategies like
direct mail, newspaper ads and billboards to drive guest trafc
to stores with this expanded food offering, and our open market
layout and colorful overhead signs increase awareness in stores.
In 2009, we introduced our PFresh design and assortment in 108
new and remodeled general merchandise stores across the chain,
including all 30 stores in the Philadelphia market. We plan to
continue the rollout to an additional 350 stores in 2010 using
marketing strategies that showed the best results in 2009.
Our commitment to delivering a
superior shopping experience every
time guests shop at Target helps drive
our competitive advantage.
COMPELLING SIGNS with
taglines such as “fresh food for
less green” and “quality cuts,
lean prices” promote Target as
our guests’ one-stop shop and
underscore our commitment to
freshness, convenience and value.
We highlight fresh, seasonal
food items in OPEN COOLERS
and LOW TABLES to enhance
accessibility.