Target's Minimalist Redesign Eliminates Its Promotional Signage
Ellen Smith — September 15, 2017 — Lifestyle
References: fastcodesign & corporate.target
As part of its commitment to a minimalist redesign, Target will be eliminating the signage for its in-store promotions as well as two thirds of its total offers in weekly ads to bring consumers a more consistent and valuable shopping experience.
The company claims that in-store specials like the "Weekly Wow!" and "Bonus Offers" create an inconsistent and confusing retail environment that leaves frequent shoppers unsatisfied should they shop on a non-promotional day. The new layout features less signage, but more deals, offering cross-department price slashes that ensure shoppers are receiving the best value, regardless of the day of the week.
This simplified and cost-effective tactic positions Target to compete with the likes of Amazon, while aiming to shift consumers' perceptions of value shopping.
The company claims that in-store specials like the "Weekly Wow!" and "Bonus Offers" create an inconsistent and confusing retail environment that leaves frequent shoppers unsatisfied should they shop on a non-promotional day. The new layout features less signage, but more deals, offering cross-department price slashes that ensure shoppers are receiving the best value, regardless of the day of the week.
This simplified and cost-effective tactic positions Target to compete with the likes of Amazon, while aiming to shift consumers' perceptions of value shopping.
Trend Themes
1. Minimalist In-store Promotions - Target's commitment to a minimalist redesign challenges traditional promotional strategies in the retail industry.
2. Consistent Shopping Experience - Target's focus on consistent value for shoppers through cross-department price slashes creates a unified shopping experience that sets a new trend in brick-and-mortar retail.
3. Value Perception Shift - Target aims to shift consumers' perceptions of value shopping with its minimalist in-store promotion strategy, signaling opportunities for disruptive innovation in the marketing and advertising industry.
Industry Implications
1. Retail Industry - Target's minimalist in-store promotion strategy sets a new trend in the retail industry, challenging traditional promotional strategies.
2. Marketing Industry - Target's shift in value perception through minimalist in-store promotions creates opportunities for innovation in marketing strategies.
3. Advertising Industry - Target's elimination of in-store promotion signage presents a disruptive innovation opportunity for the advertising industry to create new forms of in-store advertising.
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