Target Canada misses mark
Time will tell if Canadians accept Target for “one-stop shopping”
Kari Pedersen
Staff Writer
It is no secret that Target Canada is not living up to its American counterpart. With Canadians having high expectations for the opening of USA’s second most popular discount retailer, disappointment has struck a chord with shoppers.
“It doesn’t have quite as much variety, but that is to be expected in our Canadian market,” said Nate Sterzik. The fourth year business student reflected on his experiences in Canada’s version of American discount retailer.
“I don’t get why we have to spend more on stuff. We have high taxes and have to pay more for the things we want,” Sterzik said.
Target may love Canada, but Canadians feel betrayed by its anti-climactic opening which yielded higher prices, cheaply-made products and less selection than its American counterpart. Illustration: Kaity Brown
Michelle Briegel, Child and Youth studies professor at Mount Royal University, is frustrated by the anti climactic introduction of the chain.
“It sucks. I have been a few times and the shelves are never stocked. There is little selection for children’s apparel and shoes. It’s not really worth it,” she said.
Briegels sentiments were echoed by many members of the Mount Royal community, most students and instructors expected more.
Target executives are likely having similar feelings towards the expansion. Shares have dropped 29 cents this quarter for the company since the Canadian stores opened their doors.
So why exactly does Target Canada not measure up in comparison to our southern neighbours? Namely, poor prices.
First-year computer science student, Andie Longhee, feels the company could improve their stores by not being an “expensive Zellers.”
It’s no surprise that shoppers are noticing the negative aspects of the retailer, Target’s move to Canada saw the company slashing profits by nearly 50 per cent.
The response hasn’t been all-bad. A recent online survey done by The Reflector showed that students were having mixed feelings about the discount chain.
Students who responded to the survey agreed with Breigel that the shelves were too empty while others felt that the chain exceeded their expectations with its opening.
One responder acknowledged the difference between the two countries saying, “not the same selection, but that is because most US Targets are super Targets and we won’t have super Targets until a couple of years of business.”
On the flip side, responders felt that the discount retailer had room for improvement saying, “assistance is slim and prices aren’t competitive,” adding that the new store is “nothing new.”
One big complaint of Canadian shoppers, based on reviews found online, was the lack of designer labels coming to our country. Target in America is known for its trendy collaborations with top fashion designers such as Missoni and Jason Wu.
Don’t expect the company to continue to tread lightly. Target has set expectations for themselves to make a bigger splash in the Canadian market going forward.
Target Canada president Tony Fisher told Canada.com that he wants to mold Canadians into accepting the “one-stop shopping” mantra, he told the website that the company “needs to redefine the Canadian shopping experience.”
Only time will tell if Target Canada can measure up and hit the mark with Canadians.
