Target Extends Hours To Cater To Customers

By Brianna Ahearn, contributing writer

Target is known for its extended hours during the holidays, but now the retailer is trying something new during the summer and fall months. Target has announced at least half of its stores will observe new hours. The stores will be open for the extended hours beginning this month, and the change will last through the holidays. The stores chosen for the hour change will be open to either 11 p.m. or midnight during the week, and to 10 p.m. or 11 p.m. on Sundays. Only selected stores will be implementing the new hours, and consumers will be notified by the hour change via store signage. Additionally, some stores may only have late hours on weekends. Consumers should check Target.com for their local stores' hours before heading to a store late at night.

This change in Target's operations is an effort to gain more customers and prepare for the upcoming holiday shopping rush. After the holidays, the chain will evaluate whether the extended hours benefited Target's bottom line. The choice may likely be a good one, considering Target's competitor Walmart has multiple stores open 24 hours. Target has a tradition of extended holiday hours, with the chain opening its stores at 8 p.m. on Thanksgiving last year. The retailer is hopeful customers will stop by to grab groceries and general merchandise in the late hours and has implemented the change based on customer feedback, tailoring the hour changes based on the needs of consumers at each store.

Dallas News reports it spoke to chain representatives who said the following about the new hours: “We took a closer look into guests' evening shopping habits. The insights suggested a greater interest among our guests for stores to stay open later.”

Target has been struggling in recent months, after experiencing a significant data breach and declining retail sales in 2013. As the holiday season approaches, it will be interesting to see how the hour change affects sales. The company recently hired a new CEO as well. Target is  rolling out other test programs and stores to regain its competitive edge with consumers.

The retailer has integrated two apps into its stores, Cartwheel and In a Snap. Target also surveyed the needs of urban shoppers, and created the first Target Express, a smaller size store that addresses the needs of Minneapolis dwellers. All of these changes exemplify how the store is adjusting its operations to fit consumer preference and desires.