Today I was a bit taken aback by the news that after less than 5 years in Target is closing all their Canadian stores & filing for bankruptcy,to be honest I wasn't surprised. The thing that really shocks me about large companies that seems to be "with it" like Target, is that it really didn't do their homework. I like many Canadian would always have to make a trip to Target whenever we would cross the border and it always seems like this wonderful event. After many years of hoping that Target would finally make their way up to Canada, I was so disappointed when they opened their doors.
Here are some of the key mistakes that I think Target made.
They bought Zellers! There's a reason why Zellers died a slow and painful death for me that store was the manifestation of depression! When ever I walked into a Zellers it because I was out of options & needed something really badly. I would spend as little time in Zellers as possible & since they closed down I clearly wasn't the only one.
So when Target bought Zellers I assumed that they would do as much as they possibly could to differentiate their brand from Zellers but they didn't. They kept the same location, store layout and horrible lighting!
I remember walking into Target Canada for the first time and getting the exact feeling I got when I walked in Zellers Welcome to Depression ville! I honestly think they even kept the same staff! I don't know about you but it use to be a 30 min's wait in line to ring your items in when you only had two people ahead of you.
As much as am sorry to hear that 17 thousand people are going to be loosing their jobs I'm sure they knew it was coming. It's always so sad when the people who don't have the power to make decisions suffer because the head of the company made all the mistakes & gets to keep their large severance pay.
Here's what I think Target should have done
They should not have bought Zellers!
They should have made their stores a destination zone, look at how many people showed up at the new Tanger shopping mall, even thought it's in the middle of nowhere? Instead of trying to cover they entire city just focus on a few key locations and do them really well.
Don't sell the same stuff that they have in Walmart and Zellers. Target in known for nice fashionable goods at a reasonable price and thats why many Canadian travel hours to shop at Target across the border. For some reason when international stores come to Canada the products aren't as good. Sell the same stuff that you sell in the states & for goodness sake have an online store.
Todays image is from cocorrina