MINNEAPOLIS (WCCO) — Target is testing out a brand new store format–right here in Minnesota. The company announced it will be building a TargetExpress at the intersection of 14th Ave. and 5th Street in Dinkytown by the University of Minnesota.

“It’s definitely something we could use,” sophomore Samantha Miller said.

The 20,000 square foot beta store will offer health and beauty products, groceries, and portable electronics. It will be about 15 percent of the size of the company’s regular retail stores.

“There are a lot of people coming in and out and it’s a central location. I think it will be good,” sophomore Jessica Mlzia said. “It will have more options.”

TargetExpress replaces the historic House of Hanson convenience store that closed in the same intersection last summer.

“These things are an expression of what we call format strategies,” University of Minnesota professor of marketing George John said. “Gives the notion it’s quick, in-and-out, and we’ll make it simple for you.”

John said the key to Target’s success in Dinkytown will be if it can balance cost benefits with the independent store appeal of customization.

“They’ve got to convince you to come in find the products you want pick something up and hopefully make some money off of it,” he said.

“Express” or not, many students were excited to see the bull’s-eye on the corner.

“Everyone goes to Target,” Miller said.