Dealing with falling consumer interest, Target plans to reignite the spark with a makeover for its grocery department. The offer more organic and natural products, making up for ground lost after it focused too heavily prices and in expanding its standard grocery offerings, according to CEO Brian Cornell, reported Minneapolis Star Tribune.
One area where the company will try to win over new consumers is baby food, where the company seeks to have organics account for 60% of sales in two years. About 40% of the category's sales are currently organic.The move was preceded by Cornell's new approach to finding the right trends, which included visiting a Target location incognito and speaking with local mothers about what they feed their children, reported Fortune.
One of Cornell's stated overall goals is improving the company's focus, paring back unsuccessful lines. At the same time he plans on differentiating the chain's offerings in the most important categories. The company is also putting a focus on continuing the build smaller locations in cities and developing its online presence, tapping into other current consumer trends.