Overall, the Herald Square location demonstrated Target's ability to tailor its strategy and offerings to an environment where the competition among retailers is intense.
And the registers indicated a trend toward self-checkout.
The checkout area also had a few notable features. There was a pickup area for orders placed online.
The same could be said for same-day delivery, which retailers are beginning to roll out to encourage customer loyalty.
Beauty products have become a recent point of emphasis for Target. The company recently revamped its beauty sections to feature open plans, eye-level displays, and new lighting designs.
The rest of the bottom floor reflected Target's broader in-store strategy, with a reduced number of discounted items that are displayed more subtly than they might have been previously.
We were surprised at how many of the clothes they sold seemed to be designed for and marketed to young and fashionable consumers.
Clothes, like Target's Goodfellow brand, were given a central location on the bottom floor.
The store also gave a prominent position to SheaMoisture, which was founded in Harlem.
Source: Fast Company
But Target also gave prime display space to local brands like Harry's, a shaving company based in New York City.
Source: New York Business Journal
While not always displayed as prominently as on the first floor, Target's in-house brands were often set apart from other brands' offerings. Pasta and sauces from the Simply Balanced line were placed at the entrance to an aisle, facing shoppers.
... and greeting cards.
... to costumes ...
After taking the escalator down to the lower floor, the store's Halloween offerings were immediately apparent, from candy ...
A selection of fresh and portable food was available for customers looking for a quick snack or lunch they could take on the go.
At the opposite entrance were items meant to appeal to the tourists who often frequent Herald Square.
The label's offerings appear to be aimed at a younger, more fashionable, and more urban demographic than one typically associates with Target.
The first floor also highlighted A New Day, a women's clothing line the company launched in August.
Founded in 2014, Print All Over Me allows its customers to design and purchase vibrantly colored clothes and accessories.
Source: Architectural Digest
The store's first floor highlighted Target clothing lines, like its collaboration with Print All Over Me.
We arrived at the new Herald Square location, at 112 West 34th Street, on a Thursday afternoon.
Source: Business Insider India