Target's Beauty Department Focuses on a Personal & Trial-Based Layout
References: intl.target & startribune
As megastore Target is extending itself into cosmetics, the retailer has selected a strategy that cleverly utilizes sample-size beauty offerings. After its success in a Minneapolis location, the company is planning to roll out its intuitive layout design in over 400 stores by the end of this year.
Instead of long aisles and overwhelming ranges of products, Target makes use of lower display tables, as well as specific fixtures that are dedicated to displaying bath bombs, facial masks, sponges and the like. The reimagined department really pushes consumer experience forward, however, through its sample-size beauty displays.
Target's new layout clearly differentiates between products for men and women. To make the shopping experience easier, the megastore has reportedly been asking brands "to make smaller, trial sizes for men [...] to encourage experimentation." In doing so and through the POS display of sample-size beauty products, Target is able to better reach the male audience.
Photo Credits: Elizabeth Flores
Instead of long aisles and overwhelming ranges of products, Target makes use of lower display tables, as well as specific fixtures that are dedicated to displaying bath bombs, facial masks, sponges and the like. The reimagined department really pushes consumer experience forward, however, through its sample-size beauty displays.
Target's new layout clearly differentiates between products for men and women. To make the shopping experience easier, the megastore has reportedly been asking brands "to make smaller, trial sizes for men [...] to encourage experimentation." In doing so and through the POS display of sample-size beauty products, Target is able to better reach the male audience.
Photo Credits: Elizabeth Flores
Trend Themes
1. Sample-size Beauty - Utilizing sample-size beauty displays to enhance consumer experience and encourage experimentation.
2. Intuitive Layout Design - Implementing a personalized and trial-based layout design to improve the shopping experience.
3. Targeting Male Audience - Targeting the male audience by requesting brands to create smaller, trial sizes for men and prominently displaying them.
Industry Implications
1. Retail - The retail industry can adopt the sample-size beauty display concept to enhance the shopping experience for customers.
2. Cosmetics - The cosmetics industry can explore personalized and trial-based layout designs to attract more customers and encourage product experimentation.
3. Consumer Goods - The consumer goods industry can learn from Target's strategy of targeting specific demographics by offering sample-size products and creating a dedicated shopping experience.
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