Shopper Marketing - March 2016 - 18


PROGRAMS

store as a busy mom or spending an afternoon out with my girlfriends? "Depending on
that," says Liebmann, "my definition of what's
magical changes."
Successful retailers turn to data and technology to help analyze their shoppers. "For
us, everything starts with listening to our
guests," Plante says. "Understanding what
their needs are, what their lives are like, what
role we play across the many, many versions
of themselves and trying to create experiences that deliver on that."
When Target rolls out its smaller-format
urban stores (previously called TargetExpress
and CityTarget, the company announced in
fall 2015 they would all be renamed simply
Target), Plante says they go into the neighborhood to understand "what our guests need,
what's the assortment they are seeking and
what's the gap in the neighborhood." Merchandise, local brands and store layouts re-

flect each neighborhood. For time-crunched
shoppers in its downtown San Francisco location, a large grab-and-go food area was
placed at the front of the store.
"Our role as a retailer is to curate a collection of brands and products that deliver on
what our guests want within an experience
that is convenient and inspiring," Plante adds,
noting that also includes delivering a sense of
reliability and trust. Recognizing that guests
were interested in products better for themselves and the planet, the retailer developed
its "Made to Matter - Handpicked by Target"
program. (To qualify, brands must be committed to social responsibility, develop exclusive innovations and promote collaborative
partnerships.) To elevate its health and wellness efforts, Target sold its pharmacy business to CVS Health. All Target stores are in the
process of converting their pharmacies to the
CVS/pharmacy banner and their clinics will

GENERAL SESSION

'What Shoppers Want & What BestIn-Class Global Retailers Deliver'
WHEN: 8-9:30 a.m. on Wednesday, March 16
WHERE: Grant Hyatt New York
15th Anniversary

SPEAKERS: Target's David Plante and WSL Strategic
Retail's Wendy Liebmann
FOR MORE INFORMATION: ShopperSummit.com

18

y SHOPPER MARKETING MARCH 2016


http://www.ShopperSummit.com

Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
Shopper Marketing - March 2016 - 12
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Shopper Marketing - March 2016 - 15
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Shopper Marketing - March 2016 - 17
Shopper Marketing - March 2016 - 18
Shopper Marketing - March 2016 - 19
Shopper Marketing - March 2016 - 20
Shopper Marketing - March 2016 - 21
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Shopper Marketing - March 2016 - 26
Shopper Marketing - March 2016 - 27
Shopper Marketing - March 2016 - 28
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