Tar-jay is one of my worst weaknesses. It’s one of the only places that I can run in for one thing I know I need, yet can’t seem to escape its doors without filling a basket and spending less than 50 bucks (clearly the mascara doesn’t cost that much). Part of this may be my inability to distinguish between wants and needs; but it’s also the draw and comfort I feel after walking through the doors. The sense of comfort stems from the devout dedication to Target as a brand.
Many folks can vouch that when you think of Target you don’t just think of the brick and mortar. Words that come to mind when I think about Target include: red, bulls-eye, dog, innovation, creativity, style, and value.
Target’s variety of consumer engagement, marketing techniques, and sense of brand distinguishes this company from its competitors. Target has found a way to leverage multichannel tools and strategies to set themselves apart while recognizing segmentation needs – product mix changes based on cultures represented in each store’s community.
The “Expect More, Pay Less” tagline (or perhaps better stated, brand promise) delivers a broad and strong message to its guests. It may not be considered the cheapest place to go for all of your needs. However, you do have a sense of getting what you pay for after bringing home your booty.
A big-box store with boutique qualities, Target provides its guests with a unique and ever-changing experience. From designer partnerships (starting with Michael Graves, Proenza Schouler, Missoni, and just recently Phillip Lim) to annual in-store events (e.g., Global Bazaar), there is always something different. Holiday 2012 even had product cross over with Neiman Marcus – both they and Target selling similar merchandise. The partnerships allow the guest to feel like they’re getting a great deal without emptying their pocketbooks.
Target creates an emotional relationship with their guests, which is highly visible via a variety of social media venues. Multiple Facebook pages cater to specific aspects and interests of Target’s guests (e.g., Target Baby, Target Style, Give With Target). Target’s social media strategy/presence is well established, extending from Facebook to Tumblr, to YouTube, Twitter, Instagram, Pinterest, and even their own blog (Pulse). (Check out http://pressroom.target.com/social to see a broader social media list with links to individual web locations.) The two-way communication that Web 2.0 provides, allows direct interaction between companies and the consumer.
So, I guess the long and the short of it is that I’m stuck like glue on Target (and was long before I ever began my career there.) I’m a lifer.
***As an added bonus – one of my fav-or-ite commercials***