Is SuperTarget Missing the Target on a Few Items?


Should the Target Corporation care that as a loyal customer, over the last few months, I’m spending less at the red and white bullseye? I’ve been a REDcard member at Target for nearly 1 ½ years now. For those unfamiliar, this means I save 5% on all items if I use my red card. During the last 6-12 months, I’ve spent less at Target than before. With a new Costco nearby and another new grocery store, I have more options.

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Look, this isn’t a diss against Target, I just love shopping at Costco, especially for produce and dairy. Target just can’t always compete on quality and price – especially in the produce area. Look, I will continue to shop at Target, but not as religious as I did a few years ago – even before I purchased my REDcard.

Costco is less conveniently located so I try to stop by every 7-10 days. I’ve not done the analysis but I’m probably spending 15-20% less at Target since late last year. If I’m the exception rather than the rule, it’s no big deal. If even 25% of the regular Target shoppers from my neighborhood are spending 10-20% less, that’s a big deal. At least in Lake County, Illinois.

What would be their response? Who knows, but I would hope they’d have a response, especially if this trend continues with certain demographic areas. One thing, I’d recommend that they send me more coupon booklets. These are handy booklets that may prompt me to “stop in” more often. Improving their produce supply may help. It’s not bad, but they don’t excel at produce. So improve the quality. In terms of quantity, enlarge their produce selection, especially among vegetables to help them compete against Jewel, Costco, Whole Foods, Walmart Supercenter and some of the others.

One more thing, when I purchase items at Target, often, I receive coupons for similar or competing products. Two things about this. One, I’d like the expiration date to be extended so I have at least 3 months in which to use them. Two, I’d like an automated system where I could simply insert REDcard into their computer system where the system would print out my last months’ worth of coupons. Trying to keep these individual checkout coupons handy for future visits is cumbersome and I sometimes wonder if it’s worth the hassle.

Am I right? Have other loyal Target customers realize they may be spending less at Target? Or perhaps making fewer visits per month?

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