Target creates separate lines for in-store pickup and returns

As Target Corp. gears up for the holiday season, executives know they need to improve their in-store pickup experience where one of the biggest complaints is having to wait in line behind people who are making returns.

So the Minneapolis-based retail is adding new customer service counters next month in 70 of its 1,800 stores that separates the two. The in-store pickup line for online orders will have dedicated staff who will wear a different shirt than other store employees. And the orders will be delivered to customers is special red plastic bags that say "here's a little pick-me-up" to help differentiate the experience.

Those service counters will also have more space behind them to store online orders. (Another 200 or so stores will get the extra behind-the-scenes space and special bags, too.)

In-store pickup is especially popular during the holidays when customers like to use the option to guarantee an item is in stock, such as a popular holiday toy, so they don't have to make a trip to the store and turn away disappointed.

The initiative will be rolled out to other stores next year as they come up for a remodel.

Target leaders showed of the new counters during a walk-through of the retailer's stores showcase it set up at the Minneapolis Convention Center as part of its Fall National Meeting. The expo hall, aimed at giving top managers from around the country a glimpse at what Target is testing in terms of in-store displays, also included the new grocery presentation that Target is rolling out to 30 stores in the Dallas market this fall after first testing it in Los Angeles.

Another kiosk featured one of the newer end-cap displays that the company will be using more during holidays that more prominently highlight one low price on everyday household items such as laundry detergent and grocery items instead of confusing customers by having several products with different prices featured in such a prominent space. The idea is also to highlight Target's value message, something that executives are trying to double down on since its sales slipped last quarter.