Target's test store at Quarry mining ideas for engaging consumers

  • Article by: KAVITA KUMAR , Star Tribune
  • Updated: June 23, 2014 - 2:49 PM

Target’s test store has become an incubator for engaging customers.

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Customers sit at a counter in the revamped electronics section of Target’s Quarry store on New Brighton Boulevard in northeast Minneapolis.

Photo: Photos by MONICA HERNDON • monica.herndon@startribune.com,

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Most shoppers who frequent the Target store at the Quarry in northeast Minneapolis don’t realize it’s become a test store and that they’ve involuntarily become the company’s guinea pigs.

But many have taken notice of the revamped departments and new store displays the Minneapolis-based retailer has put into place there.

Dozens of mannequins, showing off outfits by company-owned brands such as Merona and C9, dot the apparel and accessories sections. Tablets and smartphones, which are usually locked up behind glass cases or packaged up, are now laid out on display tables for customers to check out.

And in the baby section, there’s a “baby adviser” on hand during certain hours to help customers find the right bottles or nursing pads. In fact, that whole department has been overhauled, with strollers lined up in the middle of a racetrack of sorts so shoppers can more easily try them out.

As Target looks to breathe new life into its U.S. stores after several quarters of sluggish sales, sprucing up its stores has become a big area of focus. And this store, in particular, has taken on a more visible role.

“When we’re at our best, there’s the constant drumbeat of newness in our stores,” interim CEO John Mulligan told the Star Tribune recently.

The Quarry store is where the company is tinkering with a lot of new innovations as it looks to move faster than it has in the recent past to roll out these concepts to more stores, he said.

The company used to try new initiatives at the bi-level store next to its corporate headquarters on Nicollet Mall. But that store isn’t representative of a typical store since it’s an urban store where many of its own employees shop.

So about two years ago, the company anointed the northeast Minneapolis store as one of its core testing grounds. Target still tries out new concepts in other markets. For example, its relatively new beauty concierge service, now available in more than 400 stores, was first tested in the Chicago area.

“But this is a place where lots of new things are happening,” said Target spokesman Eric Hausman of the Quarry store. “If you want to see all of it in one place, this is the place to go.”

The Quarry location is so far the only Target store to get a face-lift in its toy department, reconfigured in January to create mini-shops of sorts for Legos, Disney and other brands. And it’s one of just a handful to get a redo of their electronics departments. Based on positive results so far, Target is now planning a rollout of those concepts to more stores.

The Quarry store has an assistant team leader assigned only to innovation. And corporate staffers often hold conference calls or visit the store in person to gauge how the new concepts are doing. Target also listens closely to feedback relayed through employees and customer surveys.

“At the end of the day, it’s also about sales,” Hausman said. “When we see the results we’re seeing here, that’s why we’re expanding it. Obviously, we want to listen to what our guests are saying. And they speak with their wallets.”

And, of course, Target is always tweaking the tests. When it first began piloting mannequins at the Quarry store a year and a half ago, the test initially went a little overboard.

“We started out really heavy in mannequins,” said store manager Jennifer Mayer. “But now we’ve been able to figure out the sweet spot.”

The Quarry store now has about 100 mannequins, pared back from about 150, she said.

The mannequins seem to be paying off at this store and in other test markets. Target now has them in 186 stores, including all of its Canadian locations. Target executives say they will be going into several hundred more stores this fall.

Mannequin effect

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  • Mannequins at the Quarry store numbered as many as 150 as Target officials tried various approaches. Today, there are about 100, called the “sweet spot.”

  • Cellphones have come out of their packaging at the Quarry store, allowing customers to handle them and check out their features.

  • Target tests new features at its New Brighton Boulevard store, including “meals to-go” on display in the refrigerated section.

  • All of the clothing sections in the Quarry location feature mannequins, a rarity in big-box stores such as Target.

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