Target tries mea culpa approach

Releases video acknowledging its shortcomings, promises better things ahead for Canadian customers

Target Canada has released a video acknowledging its shortcomings and promising a better shopping experience for Canadians.

In a two-and-a-half minute video posted on YouTube, Target employees speak frankly about the challenges of the past year, admitting the company didn’t put its best foot forward when it expanded into Canada last year.

“We had some disappointments when we opened. Certainly we think we’ve disappointed our guests,” said Damien Liddle, senior corporate counsel, in the video. “But… we’re working really hard to give everybody that unique Target experience.”

Lisa Gibson, head of PR for Target Canada, said the unscripted video was originally created for internal purposes. “We had really good response from the team members, so then we thought it was worth sharing with others… It was a great way to reinforce our commitment to Canada and be really transparent.”

Target Canada, which now operates 127 stores, has lost more than US$1 billion since it expanded into this country. The retailer has been plagued by inventory problems and consumer complaints over high prices. In May, Target fired the president of its Canadian operations, Tony Fisher.  He was replaced by Mark Schindele, who was senior VP of merchandising operations.

Related:

In the video, the employees talk specifically about how Target is improving, including getting new systems and doing more research to better understand its guests.

“[The video] acknowledges that we know we let guests down when we first opened [our] doors,” said Gibson. “And so everyone is working hard to fix things and make it right and give our guests a much better experience.”

What do you think of Target’s mea culpa? Will Canadians give Target a second chance? Post your thoughts in our comments section below.

Brands Articles

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

Milk West and DDB launch animated webseries

No hard sell, just a milk carton and his buddies

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Most chief marketers feel underpaid: CMO Council report

Smart alliances and digital skills key to CMOs' salary

Interbrand opening ‘corporate citizenship’ office in Canada

Move reflects Canadians' heightened interest in social values and the environment

HBC closing two Home Outfitters

Move is part of plan to merge with Hudson's Bay Home brand and drive more sales online