We know we have work to do, says Target Canada

Rather than shy away from the spotlight, Target Canada has decided to face its critics and skeptics head on.

The retailer has released a video where staff talk bluntly about the company’s problems, but also address how they plan to go forward.

“Maybe we didn’t put our best food forward when we entered Canada,” admits Damien Liddle, senior corporate counsel, in the two-minute spot. He adds that expectations were high for Target’s Canadian debut, but maintains that while it might take a bit longer for the company to reach the heights it intended, it will indeed meet its goals eventually.

According to the National Post, a company spokeswoman has said the unscripted video is not part of a broader campaign.

The video was posted on Twitter by Target Canada’s president, Mark Schindele, with the descriptor, “20,000 @TargetCanada team members are working hard to improve our guest experience. #WeCanDoThis.”

“The research that we’re doing to better understand our guests – we wouldn’t be doing that if we weren’t committed,” says Beverly Altberg, director of merchandising operations, in the video.

While the YouTube clip has a slightly apologetic tone – one staffer touches on the company’s supply-chain problems that led to empty shelves in many locations – it ends on a decidedly optimistic note.

“We know we have work to do,” reads the text on the screen. “But there are 20,000 Canadian team members committed to doing that work and delivering the best guest experience we can.”

See the video here:
http://youtu.be/vIBqv2BDU4E