The April 5 event will be focused on distributing the company’s first flyer, said Target Canada president Tony Fisher in a speech Tuesday.
“That’s a big event for us, so we can continue to communicate that value message to our guests,” he said.
The event does not mark any new store openings, but rather officially launches the stores opened this month, plus the four set to open on Thursday in Toronto, Brampton, Mississauga and Burlington.
To kick off Toronto’s Shoppers World Danforth store opening, the company will host a “red carpet” event for media Wednesday night, with appearances by celebrities Blake Lively, Dion Phaneuf, Elisha Cuthbert and Cory Monteith.
Fisher, speaking to a business audience during an event hosted by the Canadian Club of Toronto at the Fairmont Royal York Hotel, outlined Target’s growth and branding strategy in Canada.
He said that speed was a major focus, as the company plans to open 124 stores in all 10 provinces this year. “It was important to open stores as fast as possible, so that we could start providing a return on Target’s investment,” he said.
The company is trying to improve with each opening cycle after being overwhelmed by customer demand at first. The next opening cycle will begin in May, he said.
Canadian shoppers have had mixed reviews of Target stores so far, with some complaining of empty shelves and higher prices.
Fisher said retail prices are slightly higher in Canada than in the U.S. for a number of reasons, including a less competitive marketplace, higher transportation costs, wage rates and duties.
“We built this business model to be successful in Canada . . . to be right on par with the most competitive retailers,” he said.
But he said that Target coming to Canada would force other retailers to become more competitive.
Shoppers accustomed to Target’s U.S. prices can still make the drive south, he added. “We’re not trying to compete with ourselves.”
Original Article
Source: thestar.com
Author: Laura Kane
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