Target Canada: What’s the strategic advantage?

Target Canada opens this week, and RetailWire recently published panelists’ reactions to one of its marketing angles: The promise of shorter checkout lanes vs. Walmart. I question whether this will really resonate with the consumer, although Target already has a “more efficient” perception in the U.S.:

Picking shorter lines as a competitive advantage was probably research-based, but is it likely to drive a shift in shoppers’ habits in Canada? Hard to tell. Target does outperform Walmart in terms of checkout efficiency in the U.S. but the long-term win in this segment goes to the store with the right content and pricing. And, speaking of long lines, has anybody shopped in a Costco recently? Their slow checkout process doesn’t seem to be hurting their share gains.


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