Target CEO Brian Cornell claims that the retail giant’s decision to lock up everyday items in its stores in an effort to combat theft has been met with gratitude by many customers. Despite frustration expressed by some shoppers on social media and concerns raised by Coresight Research data indicating that a significant percentage of consumers would shop elsewhere or move online if their local store locked up items, Cornell insists that the response from customers has largely been positive.
The move to put items behind glass panels comes in the face of significant theft problems that have plagued Target and cut into the company’s profits. These losses have been felt particularly acutely during a time when the retailer has struggled to grow sales. Target has even gone so far as to close nine stores in areas that have been especially impacted by theft, such as New York City, the Bay Area in California, Seattle, and Portland.
Despite these challenges, Target remains committed to improving the shopping experience for its customers. The retailer has invested billions in efforts to make stores more convenient and has seen success in achieving the best merchandise in-stock levels in four years, including a significant reduction in inventory across categories. Target has also launched programs such as “Drive Up,” which allows orders to be loaded directly into customers’ cars without them having to leave their vehicles.
However, as the company continues to grapple with the impact of theft on its bottom line and works to balance improved security measures with a positive shopping experience, it remains to be seen whether the locking up of everyday items will ultimately help or hinder Target’s efforts to return to profitable growth.