In Innovation Without Paradigm, Richard Longstreth outlines three interrelated aspects that of retail development centers outside the CBD: the drive-in concept; one stop shopping; and, business integration. In observing a contemporary “big box” store like Target, we can see Longstreth’s paradigm in a modern iteration.

In the first image, we see the exterior of the Perimeter Center Super Target. As Lonsgtreth describes, the drive-in market dictated that the store front face ample and convenient parking. What is not seen is the 3-4 acres of parking behind the photographer. The exterior also reveals a linear format: the store rests on axes. What has evolved since the first retail drive-in markets were introduced is not merely the size. Interestingly, this iteration does not bear the revealing windows. With this Super Target, the façade is a solid, windowless mass. The only visible windows are located at the entrance doors. One has to wonder if retailing is picking up on the Vegas Casino. Once you enter the emporia, you lose sense of time and space. Instead of sitting at tables and slots, you wander cavernous isles inundated with messages to purchase and consume. As we will see in the next images, there is some truth to this notion.

One stop shopping was a novelty when the first drive-ins developed. Super Target has taken this to an art form. As image two shows, entering the store your senses are bombarded with shopping stimuli. Off to the right is the grocery department. Not arranged like a true grocery store with “departments” devoted to meats, produce, etc, Super Target maximizes space by combining food stuffs. They have cut down on cost through less usage of retail space and a smaller labor force devoted to presenting and maintaining perishable items. Shoppers still own autonomy in selecting their food. The produce in this image is not individually packaged allowing the shopper to peruse and choose the most desirable, in this case, bananas. Notice the organic marketing in the background. As we have seen with contemporary drive-in eateries such as Strarbucks (located in this Target as well) and Chipotle, the drive-in retailing emporia have become more sophisticated and cognizant of market trends. Organic is a current hot item in food consumption and Super Target is attempting to break into that market. The use of the Target color pallet and branding, along with images of happy people (background) consuming is interesting. One gets the feel that Target is attempting to connect their color and brand to the concept of happy consumption. If you purchase your grocery needs here, you and your family will be happy; or, you can’t go wrong shopping at Super Target. All in all, it is a successful environmental ploy.

In the last image we see the apogee of business integration. This particular Super Target has devoted retail space at the front of the store to fast food and health care. The inclusion of Pizza Hut quick meals melds the drive-in eatery with the drive-in store. As the shopper leaves the store, one more purchase can be realized: a quick, hot meal to take home. Including an optometrist fully integrates the store with other businesses, and consequently consumer needs. The concept of the one stop shop has been driven home (no pun intended). The shopper is able to grab a pound of apples, a quart of milk, a steak, get the prescriptions filled, buy a lawn mower, grab a hot pizza and have their eyes examined. Horizontal integration, both figuratively and physically, is achieved.
As anyone who has visited a Target store knows, it is extremely difficult to leave the place spending under $50. In looking at the exterior and interior logic more deeply, it makes sense. The building is an obscure mass with no windows and only a large, red Target “spot” announcing its function. However, when you enter, you lose sense of time and space and are overwhelmed with the purchasing options. What we didn’t see from these images is the easy layout of the store and multitude of gadgets, clothing and bric-a-brac you can purchase. Longstreth’s paradigm evolved to a sophisticated form in the Target big box store. Provide ample and convenient parking, combine with one stop shopping, fully integrate the concept, and it is easy to understand why Target is addictive.