Target Shifts Gears To Elevate Your Shopping Experience

Target is making another push to win back shoppers — and this time, the focus is squarely on what happens inside its stores.

An internal company memo obtained by CNBC outlines a plan to put more employees on the sales floor in an effort to improve customer service. To make that happen, Target plans to reduce staffing at district offices and some warehouse operations.

The Twin Cities–based retailer has struggled with flat sales in recent years and has weathered several high-profile public relations issues. At the same time, shoppers have increasingly complained about messy shelves, out-of-stock items, and a general feeling that Target has lost its once-famous “high-end on a budget” vibe.

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Much of the frustration, both from customers and store employees, has centered on order fulfillment. Services like in-store pickup, curbside, and delivery have pulled workers off the sales floor to fill online orders. Store teams say that shift has made it harder to keep shelves stocked and stores looking sharp — and it’s cut into impulse purchases that typically happen when customers browse.

Under the plan, improving the in-store experience is the top priority for new CEO Michael Fiddelke. Target intends to increase the number of hours available for store employees while cutting about 500 positions in supply chain operations and district-level management. The company also plans to invest more time in customer service training for store workers.

For shoppers, the goal is simple: better-stocked shelves, cleaner stores, and a return to the Target experience many customers say they’ve been missing.