Like many innovations from Spot, the Indyme system was a state-of-the-art upgrade for the entire chain — a leap forward in technology, guest experience, and operations that was simply unmatched by any other retailer. Nothing else came close.
Target used to be a store that other retailers envied. No one else offered custom-designed shopping carts—created by Target itself—not only to look appealing but also thoughtfully engineered to avoid damaging guests’ cars. Our store’s warm and inviting color scheme was unique and helped draw guests back week after week. Not to be forgotten, Target pioneered the brand partnership strategy with home and fashion designers and consistently produced some of the most memorable ad campaigns in retail. At its peak, Target struck the perfect balance: it appeared upscale and stylish despite being a discount retailer competing head-to-head with Walmart.
Unfortunately, after Bob and Greg left, it feels like the company has been in a steady decline, making one questionable decision after another.
Personally, I’ve only been inside a Target store two or three times over the past year—and every visit left me feeling disappointed and depressed. Despite remodels,
the stores feel uninspired and sad, radiating a sense of corporate gloom. The shopping experience has deteriorated dramatically. Guests don’t want to wait in long checkout lines or stand around for team members to unlock merchandise, especially because Corporate has effectively gutted Asset Protection in the name of PR, and "cost savings".
I could list a laundry list of grievances, but the bottom line is that it’s just not the same anymore. It reminds me too much of shopping at K-Mart in its final years. Even Target’s biggest fans—those bloggers who once championed the brand, like this
woman—have abandoned it.
Honestly, I don’t see Target coming back from this. No one at Corporate seems willing to bring vibrant color back into the stores or restore payroll so guests can truly enjoy a decent shopping experience again.