MORE BUZZWORTHY CHANGES
TARGET HAS BEEN BUSY generating good buzz with a bevy
of innovative concepts. In addition to boutique liquor shops, the
chain is hitting the bull’s-eye with sweeping changes, such as its
LA25 project and partnership with Chobani.
LA25, launched last fall, measures the impact of enhancements
and updates inside 25 Los Angeles locations. The latest updates,
unveiled in May, include:
• User-friendly signs for seamless order pickup.
• Cross-merchandising of grocery products.
• Remodeled cafés with new fixtures and seating.
• Curated lifestyle vignettes.
• Highlights of local products and brands on endcaps
and other featured spaces.
“In the coming months, we’ll continue to watch and learn as our guests dig in and experience these latest
updates, and we’ll use the feedback to make our next store prototype and new store formats even better,”
says Mark Schindele, SVP of Target Properties.
Come October, the retailer goes Greek—as in yogurt—
with a Chobani Café inside its first Manhattan flexible-
format store. The 45,000-sq.-ft. store is a few blocks north
of the World Trade Center transportation hub.
“Through Target’s flexible-format stores, we’re able
to build customized stores in urban neighborhoods—like
the TriBeCa store—to make it easier for guests to shop,”
says Anne Stanchfield, VP of flexible formats and
localization at Target.
A guest-favorite brand at Target for years, Chobani
was founded in New York. The brand’s first café opened
in 2012 in SoHo.