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trends.” Ladd suggested that Target needs a com- pletely different strategy, starting with leadership changes. He proposed that Target partner with Wonder and hire its CEO, Tony Hoggett, to lead grocery strat- egy and operations while Hoggett remains chief of Wonder. “Leverage Target’s size to purchase the products Wonder needs for their business at an increased discount,” Ladd said. “Open Wonder locations inside select Target stores or near the stores.” Ladd also recommended that Target explore a merger or strategic partnership with Ahold Delhaize USA or consider divesting its grocery business to Publix Super Markets. “To succeed in groceries, Target must win trips based on pricing, quality, and selec- tion,” Ladd said. “Target will not succeed as a specialty retailer.” Despite Ladd’s concerns, Target is seeing an increase in store visits following the rollout of its new strategy, according to data from Placer.ai. Weekly visits from Feb. 2 to March 22 rose 6.6% to 10.3% year over year as the retailer works to refresh its image with an improved product assortment and enhanced in-store experience. In-store traffic during Target’s recent Circle Days promotion also suggests a turnaround may be underway. Average daily visits during this year’s Circle Days (March 25-27) were 2.9% and 5.9% higher than comparable spring events in 2024 and 2025, respectively, despite those ear- lier events benefiting from weekend days. In 2024 and 2025, Target’s spring Circle Days promotion ran for seven days. Traffic during this year’s Circle Days also exceeded the year-to-date same-week- day average, indicating that shoppers are returning to Target, with Circle Days further boosting already elevated traffic levels, Placer.ai reported. —Bill Wilson
Is Target taking a specialized approach to grocery? That means the retailer will be more like a Trader Joe’s rather than a Walmart or Kroger
TARGET UNVEILED a new strategy aimed at improving shopper visits and boosting sales, with grocery expected to play a key role. The Minneapolis-based retailer is adopt- ing a more focused approach, similar to Trader Joe’s, positioning itself as a dis- tinctive grocery destination rather than a general-purpose grocer. “We know consumers are increasingly prioritizing healthier lifestyles, and we’re moving quickly to evolve our offerings to meet their needs,” said Cara Sylvester, Target’s executive vice president and chief merchandising officer. “Our new
cereal assortment made without certified synthetic colors makes it easier for busy families to make choices they feel good about and demonstrates what it means to curate a great assortment and lead with merchandising authority.” However, supply chain and strategy con- sultant Brittain Ladd expressed skepticism about Target’s new grocery approach. “The brutal truth is that consumers are focusing on finding the best value in gro - ceries to save money,” Ladd wrote on his LinkedIn page. “Consumers have no desire to shop at their favorite grocery retailer only to swing by Target to find the latest
50 SUPERMARKETNEWS.COM SPRING 2026
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