Target’s streamlined stores cater to urbanites

If you plan to check out some of the newest Target stores, you might find that a few items are missing. That’s because so-called CityTarget stores that opened in Chicago, Los Angeles and Seattle represent a new venture for the retailer and a slightly new experience for consumers.

CityTarget is Target’s strategy to introduce in urban areas smaller stores that will carry products that cater specifically to city dwellers. CityTarget stores will average 100,000 square feet, which is 35,000 square feet less than the size of most of the chain retailer’s stores.

Although the new stores sell many of the same products that are sold in its larger stores, the selection will be streamlined, particularly in the outdoor section, says Target spokesperson Molly Snyder. For instance, you won’t find camping tents, kiddie pools, lawn fertilizer or patio furniture in a CityTarget.

CityTarget sells only small furniture, such as ottomans. If you’re looking for a dining table or a sofa, for example, CityTarget will provide information on in-store displays about how to purchase those items. The displays will include a QR code that consumers can scan via smartphone to find product information or to purchase the items by using their smartphone.

Target plans to open a second CityTarget in Los Angeles and a store in San Francisco later in 2012. The chain retailer plans to open a third Los Angeles store, as well as a store in Portland, Ore., in 2013.

– K. Fanuko