August 7, 2013
Target offered a behind-the-scenes look at its store design philosophy through the years on its website, "A Bullseye View."
The blog stated that Target's current design, featuring bright lights, wide aisles and branded signage, stems from the Minnesota-based brand's heritage. Target, it says, "hopes you feel euphoric and comfortable and ready to shop" every time you walk through its doors.
Layout, branding history
The brand introduced its "racetrack" store prototype in 1975. This consisted of one main aisle circling around the entire store, with additional aisles running through the center and the perimeters. This design, the blog says, allows for more space for product display.
At that time, Target also introduced the planogram, a "map" that helps store teams with merchandise displays.
"The racetrack layout prevails today," said Nancy Devine, senior group manager, Store Planning and Design. "While department stores are typically laid out as a collection of shops, many of which may have distinctly different décor and may even be enclosed with walls, Target features a more open layout with broad sightlines for easy navigation."
In 1968, Target conceived the original Bullseye logo. It is now in every store and is used to differentiate aisles, departments and deals.
Specific department efforts
Within this broader design layout, Target has specifically focused on certain elements in each of its departments. For example, the beauty aisles are "trimmed with bright lighting, instantly drawing your eye towards each shelf."
Last year, Target introduced beauty advisors in select stores to help guests navigate the newly redesigned department.
Finally, according to the company, the design of the fresh grocery area is usually distinguished from other departments, and it "strategically features wood surfaces for a more natural feel."
Read more about store layout and design.
