Target Retail Brand Experience Team Talks Holidays

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Target Retail Brand Experience Team Talks Holidays

By Cyndi Loza - 12/12/2018

Target is spotlighting its year-old retail brand experience team whose first start-to-finish project was to create the mass merchant's in-store holiday experience this year.

The group brings together the retailer's packaging, in-store marketing and visual teams "to create a master group of creative and visual thinkers who know how to bring Target product to life in new and inspiring ways all year long," according to a Nov. 26 “A Bullseye View” blog post. 

“It's going to be a new feeling for our [shoppers] this year,” Patrick Cummings, senior director, packaging at Target, said in a video embedded within the blog post. “The level of coordination and the cohesive feel throughout the store is going to be unlike anything we've ever done before.”

The "retail brand experience" is the way Target thinks about creating compelling stories for its shoppers, through product presentation, environment, and storytelling, said Michelle Mesenburg, senior vice president, marketing, in the video. “We're reimagining the shopping experience in our stores,” Mesenburg said. "The second our [shoppers] walk through the doors at Target this holiday season, we want to take them to a special place. We want them to take a journey through our store, and not only get the things that they came to check off their list, but also discover something new."

Packaging matters. Brands at Target “come to life” through packaging first, said Nadia Opatz, director, packaging, in the video. "It is something that people don't think about much when you're in the store, but it is absolutely one of the biggest branding moments we have at this company," Opatz said.

Packaging for Target’s seasonal Wondershop private label is dominated by white or red colors. Wondershop holiday lights, for example, have white-colored packaging and are stocked on endcaps outfitted with a complementary header.   

Mesenburg also noted Target's new personalized gifting stations set up across 80 of the retailer's 1,850 U.S. stores. "[Shoppers] are going to be able to come in and actually customize Christmas stockings and Santa bags and gift wrap — really special, unique items that you typically probably wouldn't find in a mass retailer."

Target executives also highlighted the mass merchant's: 

  • more than 1,400 giftables under $15 this season, and 
  • “little shops” inside the store aimed at grabbing shoppers' attention and inspiring them. 

For a look at Target’s holiday displays and signs this year, visit P2PI.org. Path to Purchase Institute members have access to more than 6,500 images and 1,170 articles of marketing and merchandising activity at Target, along with a full Retailer Profile outlining the chain’s operations and strategies.