22 April 2017

Target Paying the Price For Not Heeding Its Majority Customers

After all that was said and done and after all the posturing and bravado from the supermarket giant, Target, it now became clear that catering to the demands from transgenders for access to bathrooms that they like has tremendous cost.

The single post last year that publicized a policy that said transgender customers were welcome to use the bathroom or fitting room that matched their gender identity, triggered a nationwide boycott.

"Everyone deserves to feel like they belong," the post said. "And you'll always be accepted, respected and welcomed at Target."

After a significant decrease in sales, Target CEO Brian Cornell said that he never approved the post and found out about it only after it was published. According to The Wall Street Journal, Cornell later told colleagues that he wouldn't have approved the decision to "flaunt" the policy and that the backlash was "self-inflicted."

The boycott cost the company millions in extensive lost sales and added expenses. Shopper traffic and same-store sales started sliding for the first time in years after the blog post, and the company was forced to spend US$ 20 million installing single-occupancy bathrooms in all its stores to give critics of the policy more privacy.

They were warned by their loyal customers that the policy will open the door for sexual predators to victimize women and children inside the retailer's bathrooms. They never listened. Now, more than 1.4 million people signed a pledge to stop shopping at Target unless it reversed the policy.

Sales fell nearly 6 percent in the three quarters after the post compared with the same period last year, and same-store sales have dropped every quarter since the post.

This should serve as a warning to other retailers and businesses. Catering to the fascist demands of the LGBT community is risky and will most likely lead to decrease in sales and revenue.