An open letter to Target Canada

Dear Target,

You need to hear this, but right now you pretty much suck.  I get it; you had a rough opening in Canada.  You say you’ve failed your Canadian guests, supply chain issues, empty shelves, but do you REALLY know what it’s going to take to fix this?  Honestly, it’s more than just putting product on the shelf, and if you think that’s your only problem, you’re doomed, and that makes me, as a Canadian consumer very sad.   Let’s look at what’s happened and what you can do to fix it.

Complaint – prices are higher than the US stores.  Of course they are, but you know what, so are they in Walmart Canada vs Walmart USA too, same as Home Depot, Lowe’s, the GAP, and just about ANY retailer with operations on both sides of the border.  When Walmart entered the Canadian market 20 years ago, there likely was the ardent cross boarder shopping, but there wasn’t the ability to “status update” “tweet” or “blog” about the price differences.  Stop trying to chase a pricing ideal that once consumers realize it’s the same with ALL retailers, they’ll stop barking.  How do you do this?  Give them a GREAT assortment (yes, you’ve failed in this) and a REASON to shop at Target.

Complaint – the assortment isn’t as good as the Target stores in the USA.  It’s true; I remember when I walked into my first Target Canada store.  There were shiny new carts with cup holders so I could enjoy my Triple Venti Skinny Vanilla Latte prepared to be WOWed by the product like I was in the USA.  My enthusiasm quickly dwindled when I saw racks upon racks of Cherokee merchandise.  Wait … this is just Zellers with some lipstick on it.   There weren’t the fabulous boutique like clothes and accessories like I’d find south of the boarder.  The housewares section looked a TON like the one at Walmart and even then, many shelves were bare.  You have a unique Canadian buying team, but really, did you just higher all the ex-Zellers buyers … because that’s what it really felt like.

Go out, take a chance on some more exciting home fashions at great prices.  Create a unique and stylish brand and SHOWCASE it for crying out loud.  Do pop-up stores, put your ad agency to work getting on local shows, have the young trendy folks WEAR IT.  Educate the Canadian Consumer on what your house brand is.  Walmart has George, Loblaws has Joe … I can’t even name yours. 

Complaint – the store shelves are empty.  Easy fix … BUY MORE to sell us!  I cannot for the life of me understand why you’ve had over a YEAR of inventory struggles.  If your supply chain is locking down the buyers ability to cut PO’s to fill the shelf STOP THAT!  I’ve dropped $3 million at a 4 day trade show, earning that employer healthy 71% average margins and value to the consumer.  It’s not rocket science, it’s CATEGORY MANAGEMENT.   Seriously, this is the EASIEST one to fix of all. 

You’re sorry, I get it, I’ve seen the YouTube video, but WHAT are you doing to fix the problem?  I keep hearing you’re working on it, but I don’t see the results.  I had the opportunity to pop into your Ajax store last week.  Staff weren’t excited to see me, I had to bother them to ask a question.  The store was a MESS, but I happened across a pair of Yoga pants that I FELL IN LOVE WITH.  WOW, I didn’t know Target had GREAT stuff like that.  Then, on my way out I spotted a purse that I HAD to HAVE.  Seriously Target, you’ve GOT so much right, don’t blow it with all you have going wrong.

Here are my quick tips on how to fix it FAST.

1.       Go to Staples Canada and hire their store staff.  They have THE BEST customer service of ANY retailer in Canada.  They live it, breathe it and reward it.  Get your staff on board with this.

2.       Let your buyers BUY!  Give them license to get creative with in store displays.   Make it bright, colourful and exciting to shop in. 

3.       Stay true to the “our pricing is in line with the Canadian market” mantra.  Make it WORTH it to shop at Target and people will.

4.       Tell people exactly WHAT you’re doing to fix the problems.  Stop with the empty sorrys and get to work FAST.

I’ve shopped at a few Targets to great disappointment.  You’re opening up in my home town on August 1^st.  I’ll be there that day; I’m really hoping to see changes.  I’ve waited a LONG time for Target to come to Canada and I don’t want to have to wait until my annual trip to the USA to shop at Target … but if you stay on the path you’re on right now, that’s how it’s going to be.

Sincerely,

A really busy working mother who wants Target to succeed!