Who hasn’t heard about Target? It’s such a popular store in the U.S., but it’s about to make an important change starting on February 1 (the same day a new CEO, Michael Fiddelke, officially takes over). The company wants to change after a difficult year of sales issues, criticism, and protests. So, let’s find out what the popular store is planning on doing.
New CEO
On February 1, Michael Fiddelke will become the new Target CEO. He already worked as the company’s chief operating officer, but he will now replace Brian Cornell. During a call talking about the results of the third trimester, Fiddelke explained that the company is not yet where it’s supposed to be. But, that’s what they are working on: important changes to improve this situation.
Technology and speed
One of the changes is the use of advanced technology, including artificial intelligence (AI) to make everything work faster and better.
Target wants to offer ‘’very Target’’ products, ones that adapt to what customers want. So, with the help of AI, workers could see which products are a trend on social media and which ones people love the most.
AI will also help predict future trends, which can guide Target in choosing styles, colors, materials, and designs for new items. According to Fiddelke, this will help Target create unique and on-trend products faster than ever before.
Target’s own brands
Target has more than 40 brands created by themselves, like Good & Gather and Up & Up. The new plan is to focus even more on these brands since they are a crucial part of their identity.
Even though Fiddelke didn’t announce specific products for this year, he mentioned that, according to general predictions about the market, we can expect more wellbeing products and plant-based food options. Also, it’s possible to see collaboration with brands and celebrities, especially after the success of Good & Gather with Chef Ann Kim.
No more Ulta Beauty
Another thing changing is the collaboration between Target and Ulta Beauty, which will end in August of this year. Since 2020, we could find small sections of Ulta where we could buy make-up and personal care products.
Although both companies decided not to continue this collaboration, customers still have time to buy Ulta products at Target, but you should hurry up.
Shopping experience
Target wants to create a more friendly shopping experience for their customers by training leaders and teams to make fast decisions and focus more on customer service.
The company plans to reduce the time employees spend doing backroom tasks like loading and stocking products, which will allow workers to spend more time interacting with customers. Fiddelke explained that every hour saved on these tasks will be reinvested in guest interaction.
What’s more, employees will have to follow new rules:
- Within 10 feet of a shopper, employees must make eye contact, smile, and say hello.
- Within 4 feet, they must ask if the customer needs help or how their day is going.
The app
Target has also made updates to its app to support in-store shoppers. Now, the app automatically switches into “Store Mode” when someone enters a store. This mode helps customers find the exact aisle they need and if an item is out of stock, the app suggests other options, such as same-day or next-day delivery, when available.
The reason for all these changes
These changes are happening because the company had a tough year. In 2025, sales fell, and the company dealt with several boycotts. Some customers were disappointed with the company after Target scaled back its diversity, equity, and inclusion efforts and reduced its Pride Month product line.
There were also complaints about Target’s Black Friday Swag Bag, which many shoppers said “could have been done a lot better.” Retail experts told The U.S. Sun that Target is on unstable ground. Some said the company might be “on the path” to serious trouble if it does not take action soon. Others noted that while the Black Friday mistake was not a disaster, it showed that Target needs a reboot.
So, only time will show whether these changes will be enough to bring Target back to the strong position it once held.