EDMONTON – After receiving a somewhat less than ideal reception from Canadian consumers, Target Canada is owning up to the problems it’s faced since opening up its first stores in March 2013.
“Maybe we didn’t put our best foot forward when we entered into Canada,” says Damien Liddle, senior corporate counsel with Target Canada.
“Certainly, we think we’ve disappointed our guests.”
Liddle makes the statements in a video Target Canada recently posted on YouTube.
The video shows several employees – from store-level staffers to executives – discussing the company’s shortcomings, which include empty store shelves, higher than expected prices and close to a billion dollars in operating losses.
“We had a really challenging first year and things didn’t turn out exactly the way that we thought they would,” says Senior Buyer Arlene Stratton.
Employees go on to say they know they can do better and they’re committed to turning things around in Canada.
“It might take us a little bit longer than we thought to get there, but I promise we will,” adds Beverly Altberg, director of merchandising operations.
READ MORE: U.S. retailers getting chilly reception in Canada
In May, Target fired the president of its Canadian operations, Tony Fisher, and replaced him with a 15-year U.S. company veteran.
Target has opened 127 Canadian stores since March 2013.