American retail giant Target is embarking on a radical $5 billion transformation after facing persistent customer dissatisfaction and a prolonged period of declining sales.
The company confirmed on Wednesday 19 November 2025 that it will pump the enormous sum into store upgrades, product range refreshes, and digital enhancements. This decisive move comes directly after Target logged its 12th consecutive quarter of weak or falling sales, with executives citing shopper complaints about disorganised aisles, empty shelves, and a lack of exciting merchandise as key drivers for the change.
Price Cuts and a New Customer Service Mandate
A central pillar of the revival plan involves slashing prices on 3,000 everyday essential items to win back budget-conscious shoppers. Alongside more competitive pricing, Target will introduce a line of trendy, exclusive products to reinvigorate its brand appeal.
Perhaps the most notable operational shift is the introduction of the "10-4 programme" for staff. This new rule mandates that employees must smile, make eye contact, and greet customers when they are within ten feet. Once a shopper closes to within four feet, staff are required to offer direct assistance.
Digital Overhaul with OpenAI Partnership
In a significant leap for its online presence, Target is partnering with artificial intelligence firm OpenAI. The collaboration will see the integration of a ChatGPT-powered application, designed to revolutionise the digital shopping experience.
This new tool will allow customers to browse products using conversational language and add items directly to their cart through the AI interface, streamlining the path to purchase and modernising Target's digital ecosystem.
With this comprehensive $5 billion investment, Target is making a clear statement about its commitment to regaining market confidence and reversing its profit slide through a combination of human touch and cutting-edge technology.
