Helping Target Design for the Future

Target

Helping Target Design for the Future

Challenge

We’ve had the privilege of partnering with Target on a wide array of projects, including brand tracking, customer segmentations, and service innovation. This time, our goal was to lock in Target’s status as a retail leader in affordable, on-trend apparel, home, and beauty products. To create an authentic, differentiated positioning for Target, we needed to define the current style landscape, monitor trends, analyze competitors’ approaches, and refresh Target’s segmentation strategy.

Approach

Analyzed the competitive landscape to learn how style is communicated.
Conducted focus groups and mapped out customer journeys.
Used behavioral science and cultural foresight (our proprietary blend of semiotics, ethnography, and social analytics) to drive messaging strategy dev
Facilitated stakeholder activation workshops to bring shopper segment personas to life.

Outcomes

Our refreshed segmentation helped Target achieve the most impact with the least disruption. Our work enabled Target to fully understand its customer base and develop an overarching brand positioning that transcended multiple categories. We were thrilled to see Target deliver a fresh, consistent, and contemporary viewpoint, storewide. It’s impossible to predict exactly what will be on trend in the future. But we’re confident that our updated segmentation strategy and brand refresh hit the mark, ultimately enabling Target to remain a cutting-edge retail leader.

Target