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The ‘Next Generation’ Target Store Is Both Exciting and Confusing

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We’ve been hearing about Target’s “next generation” stores for quite some time now, ever since the company announced they were revamping 500 stores in March. Now, the first of these next generation stores has arrived, and we have to say, we’re both equally excited and confused by this lovely new creation.

The store, which opened in Richmond, Texas, includes two distinct entrances and aims to appeal to two kinds of shoppers — busy shoppers and leisurely shoppers. The busy shoppers can enter the “ease” side of the store, which offers a supermarket-like experience where they can pick up online orders and grab-and-go items like prepared meals or a bottle of wine. Meanwhile, the more leisurely shoppers can enter the “inspiration” side of the store, which includes a department-like setting full of higher-end items like those from Hearth & Hand, the new brand from Fixer Upper stars Chip and Joanna Gaines.

“We wanted to tailor the experience to what shoppers are looking for,” store manager Shannon Wolford told Chron.

All of that does sound very promising — for all shoppers on this mysterious busy-leisure spectrum. (Though what happens if we’re feeling a mix of busy and leisurely, we wonder?) Yet if you take a closer look, the newly released photos from the store look, well, not so different from the good ol’ Target we know and love.

However, we are amazed at how fancy and beautiful this one looks — it’s certainly a standout in the “aesthetically pleasing” department! And it’s very convenient that it blends an in-store and mobile experience with the pick-up feature. ut we’re onto you, Target: You’re just trying to make us want to check out both sides of the store, regardless of how “busy” or “leisurely” we’re really feeling that day.

That said, we’re more than happy for an excuse to check out a new store (or an old one, for the sake of research, of course).

h/t AJC

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