Rachelle Biennestin, a 31-year-old former Target customer, decided to abandon the retailer after noticing a decline in store quality and its decision to roll back diversity initiatives. She joined Costco and supported local businesses, expressing satisfaction with her choice. Target's once favorable image as a more upscale retailer has worsened, reflected in declining sales and negative customer sentiments shared widely on social media. The brand, despite its massive revenue, is struggling with customer retention due to evolving expectations and experiences.
Target used to be a treat like, 'yep, I'm going to go to this exclusive club-type place and spend my money here and maybe get a little Starbucks drink afterward.'
In January, the company said it was rolling back some of its commitments to diversity, equity, and inclusion. That's when she decided to ditch Target.
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