Target's new approach, without loosing the brand

February 27, 2009 by Nanette BrownComments

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Target will be making major changes soon due to the new direction of consumer needs. Last quarter the retailer took a hit in sales. Consumers are spending more on food and essential items rather than Target's core of fashion and home essentials.

Target is planning to move merchandising and store layouts to increase room for household commodities such as beauty products and perishables. It's the retailer's direct response to understanding the change in the long term consumer shopping behavior. The increased emphasis on consumables will mean less space for furniture and clothing, both of which are a part of Target's brand.

CNNMoney report recommends Target is careful when moving more in the direction of Wal-Mart. Target has successfully branded itself as the higher end retailer superstore carrying brands such as Mossimo. Target's emphasis on food and household products won't likely hinder the brand's appeal. Target will also start a second apparel promotion with snowboard >Shawn White, which shows they won't be veering too far off their branding.

It's not a surprise retailers across the board are making changes big and small to product lines. Responding to consumer shopping behaviors is the key to keeping competitive over the next year.

Topics: Customer Experience

Written by: Nanette Brown

Executive Vice President and General Manager, Nanette continues to instill her passion for excellence across the organization, guiding the measurement, management and improvement of our clients’ customer experience.


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