This consulting-style project analyzed Target’s market positioning, consumer experience, and competitive advantage in the U.S. retail space. Combining field observations, employee interviews, and competitive benchmarking, the project assessed Target’s retail operations, owned brands, omnichannel strengths, and innovation initiatives like “Target Live” and “BOWIS” (Buy Online While In Store). The team proposed several digital and physical upgrades including contextual marketing, in-app subscriptions, experiential store formats, and live shopping to align with evolving consumer expectations.