Target (Australia)
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| Target Australia Pty Ltd. | |
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| Type of Company | Discount Department Store/Public |
|---|---|
| Founded | 1925 |
| Headquarters | Australia |
| Industry | Retail |
| Products | Clothing, footwear, bedding, furniture, jewelry, beauty products, electronics, and housewares. |
| Website | http://www.target.com.au/ |
Target Australia Pty Ltd is an Australian company that operates over 250-store Target department stores in its chain. It is owned by Coles Myer. It sells clothing, cosmetics, toys, homewares, electrical and electronics goods. Rights to the Target Logo and name were granted to Myer Emporium Ltd. (now Coles Myer), by the Dayton Hudson Corporation (now known as Target Corporation). Target Corporation is the worldwide trademark owner of the Target logo and name with respect to retail stores. The small difference in the name is the use of lower case letters in the name versus all upper case in the United States, and the addition of a full stop at the end.
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[edit] History
In 1925, George Lindsay and Alex McKenzie started to launch stores across Victoria that sold dress fabrics, manchester and furnishings, with the first one in Geelong. They had a policy, (which is still used now) "Half the Profit, Twice the Turnover". By 1968, they had 14 stores across Victoria. Later that year, Myer Emporium Ltd (now Coles Myer), bought it with the idea of re-inventing the chain as a "discount department store" and the company was subsequently renamed Lindsay's Target Pty Ltd. In March 1973, it was renamed again, into, Target Australia Pty Ltd. In August 1985, the Myer Emporium Ltd and GJ Coles & Coy Ltd merged, becoming the largest Australian Corporation - Coles-Myer Ltd (see Coles Myer). In 1996, Target Australia and Fosseys merged together, and their first speciality store Baby Target was born. Then in 1998, their second speciality store, Target Home opened. All Fosseys stores were later re-named Target Country, which became the third specialty store.
In 2001 Target Australia announced its first ever loss, to the sum of $43m. New Senior management was put in place, and Target has since repositioned itself in the market from a discount department store (competing with Coles Myer stablemate Kmart and Woolworths Limited's Big W), to a stylish, value-for-money alternative to a selective store. Store fittings and layouts have been altered, and Target now competes with retailers such as Jeans West, Sportsgirl, and various other specialty stores targeted at the teenage, to early thirties market. Target's current MD is Launa Inman, who took out the title of Telstra Business Women of the Year in 2003, a result of her achievements as an apparel retail buyer for the company. Her position saw Target's $32 million loss at the end of 2000 into a $68 million profit 18 months later.
[edit] Baby Target
Baby Target stores started appearing in 1996 as Target's first speciality store. They sell numerous baby-related products.
The concept was not as successful as Target had anticipated, and only two Baby Target stores still operate (one in Victoria the other in South Australia).
[edit] Target Country
In 1999, Fosseys stores were turned into a new type of Target Store, Target Country. Target Country stores are in rural areas and is just like a regular Target, except smaller. It is Target's third speciality store. As of 2006, there are 104 Target Country stores throughout Australia.
[edit] Departments
Target Australia stores contain the following departments:
- Ladieswear
- Menswear
- Childrenswear
- Cosmetics (Known in-store as TCF - Toiletries, Cosmetics and Fragrences)
- Sound (CDs, DVDs, Console Games, Cameras, Phones)
- Electrical
- Toys
- Sporting
- Browngoods
- Home Decorator
- Furniture
- Manchester
- Confectionary
[edit] Services
Target Australia provides the following services for their customers:
- Shopping trolleys
- Layby (see Terms & Conditions below)
- Rainchecks
- Price Check Points
- Parcel Pick-Up
- Home Delivery (service fee applies)
- Inter-store Transfers (limitations apply)
- Gift cards (Target exclusive & Coles Myer Gift Cards)
- Courtesy Phone (located at reception)
[edit] Layby
- Layby Terms & Conditions
- Minimum Purchase: AU$20.00
- Layby Period: 8 weeks (with fortnightly payments)
- Service Fee: AU$2.50
- Initial Deposit: 10% of total Layby cost
- Layby Types: Normal - As described in Terms & Conditions above. Xmas - Upon initiation only in the July Toy Sale catalogue period, a customer is not required to pay a deposit, only the aforementioned service fee (but this does not need to be paid on the day the layby is made). These Laybys are valid until Christmas Eve of every year and some bulky items require 48 hours notice prior to collection. Raincheck - In accordance with ACCC requirements, Target offers rainchecks on catalogue items (unless otherwise specified). This enables a customer to a guarantee of stock once it is processed and dispatched from Target's Central Distribution Centre near Head Office. The customers will receive the item, at the advertised price. Government - Though not valid in all Target stores, Government Laybys can be processed only during Australian Business Hours with the authorisation of an Operations Manager or Supervisor. Employment agencies and some Government Departments may give a customer a specific order list of items available for purchase in a Target store at the respective organisations expense. Different Target stores will have varying policies in relation to Government Laybys.
During the Target Toy Sale in July and other special promotion events, Target may offer a "No Deposit Layby" (the foregoing of the initial 10% payment of the total Layby cost, as described in the Terms & Conditions above) is sometimes offered through a special fast track service set up in stores to allow the Layby process to operate as smoothly as possible whilst busy. The customer simply chooses the stock they wish to purchase, fill out a card with their personal details, and the layby is processed at a later time. This means the customer does not have to pay anything until their first layby payment is due.
- Layby Cancellation: The cancellation of a Layby will result in the Refund of all deposits paid, less the AU$2.50 Layby fee. Upon cancellation, a valid Photo ID is to be presented, for Privacy and Security purposes.
- Layby Privacy: As a recent security precaution, Photo ID must be presented by all customers upon collection or cancellation of their layby to reduce the incidence of unauthorised layby collection/cancellation. In the case that an account holder would like to authorise another person to pick up their layby (including relatives, partners etc.) a letter of authorisation stating that intent must be presented by the third party with both signatures present (the third party must also be in possession of a valid Photo ID).
[edit] Loss Prevention
Target has adopted very effective Loss Prevention tactics to help decrease the amount of shrinkage in their sites. Most Target stores will utilise CTV imagery and EAS gates to help stop shrinkage. Target falls under the Loss Prevention rule that Prevention is more effective than apprehending. Staff & Management receive training to prevent shrinkage, in methods both that are active and also faux security calls, to sprook thieves. High risk stores will often hire CML Undercover Loss Prevention Officers who help apprehend thieves.
[edit] Motto
Target's marketing strategy employs the catch-cry "100% Happy". This is featured in-store and in advertising to the present day. Previously, the company used "We're Not Happy, Unless You Are", after "Target - for Fashion, Quality and Value".
[edit] Annual sales
Target has two major sales a year; its annual "Massive Home Sale" and the popular "Toy Sale" (which was previously marketed as "Australia's Biggest Toy Sale", but there was no way to validate this claim so it had to be removed) which is always held during July. Seasonal launches such as the "Denim Nation" and "Free Fusion" campaigns for clothing are also undertaken throughout the year. Target's Boxing Day sales have also become increasingly popular in recent years.
[edit] Management
Target's Head Office (HO) is located in North Geelong, Australia and homes the company's Senior Management, Administration and Buying Teams. In-store marketing techniques, such as stock merchandising and presentation are set out to guidelines from Head Office. The location holds Target's Customer Support service line which is available during in Australian business hours.
[edit] Senior Management
- Managing Director
- Gerenal Manager
- Regional Manager (assigned to a region of Target stores, reports to GM of Stores)
- District Manager (assigned to a district (5-10) of Target stores, reports to respective RM)
[edit] Store Management/Supervisors
- Store Manager Highest level of management within a Target store, reports to respective DM.
- Merchandise Manager 2IC below the SM. Depending on size, a store will have between 1 and 3 MMs, reports to SM.
- Operations Manager Highest level of management under the SM for the administration departments of a Target store (Lay-By, Registers, HR), reports to SM.
- Business Manager Makes up bulk of a management team, assigned to between 1 and 5 departments to manage and oversee. BMs come in 3 rankings, BM3, BM2 and BM1. Reports to respective MM.
- Trainee Business Manager Typically assigned to work with a full BM until competent enough to run departments. Reports to assigned BM and respective MM.
- Register Supervisor Oversees the effective operation of store registers, reports to Operations Manager.
- Floor Supervisor Oversees the productivity of floor staff. Floor supervisors are generally only required during extended trading (late night shopping, weekends and public holidays) when the ordinary day staff are not working.
[edit] Pronunciation of the name
The name of the store is pronounced by some in a tongue-in-cheek manner as tah-ZHAY (IPA: [tʰa:ˈʒeɪ]) because "French" clothing is perceived as "fashionable," although if it were actually a French name, a proper Francophone pronunciation would be tarh-ZHEH (IPA: [taʁˈʒe]), with a uvular 'r' and an unaspirated 't'. This pronunciation is also common for, and most likely originated with, the American Target stores.
[edit] References
- "Taking care of business a winner for women", The Age, October 26, 2003.
