Shopper Marketing - June 2016 - 42


PROGRAMS

Study Says Give Shoppers
What They Want
By Patrycja Malinowska

new YoRk - Shoppers expect retailers to build
them their "magic box," declared Wendy Liebmann, WSL Strategic Retail's chief executive
officer & chief shopper. That was the overarching theme to emerge out of WSL's latest
"How America Shops" research report. Liebmann detailed what that magic box could be
in March during a Shopper Marketing Summit
general session. "Shopping is about happiness," Liebmann said, citing the circle of anticipation and satisfaction that comes with
every purchase.
Target embodies that principle through
its "Expect More" promise, offering shoppers simple positive experiences such as free
samples, affordable impulse items at checkout and umbrellas upfront when it's raining,
said co-presenter David Plante, Target's senior
group manager of consumer, marketplace &
media insights.
The retailer also brings things together
for shoppers in areas such as its reinvented
baby section. The section boasts interactive displays including strollers that can be
touched as well as an in-department baby
registry kiosk. Additionally, a partnership with
BabyCenter lets shoppers use iPads to search
product information and read reviews, save
an item, add it to a registry and/or send it to
a friend. There is also an in-store baby advisor
specially trained to help with baby needs.
42

y SHOPPER MARKETING JUNE 2016

"We get this notion of 'It's about me,' but
actually it's more than that," Liebmann said.
"Shoppers were telling us, 'Shopping is a chance
to mess with who I am; it's an important opportunity to create my own sense of style.'"
To that end, Target is taking steps such as
creating an opportunity to engage with a
beauty concierge in the high-stakes category.
"We are bringing in brand-agnostic experts
to help guests navigate and find exactly the
right product for them," Plante said. "We also
know that sometimes living your best self is
recognizing that your body type is great - you
are beautiful just the way you are," he continued, referencing Target's spring swimwear
campaign that leverages Mattel's launch of
three new body types for Barbie as a platform
for talking about how the retailer's swimwear
is built for every type of body.
Shoppers also told WSL, "My store is many
stores," Liebmann said. They are not one person every time they come into the store; they
want different things depending on their
mood and their need.
Target is expanding its flexibility by launching curbside pickup in multiple locations, including mid-sized stores in urban areas and
smaller stores both designed with a neighborhood in mind and boasting a curated assortment of products and an aesthetic that
fits the neighborhood.



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

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
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Shopper Marketing - June 2016 - 15
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Shopper Marketing - June 2016 - 18
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Shopper Marketing - June 2016 - 20
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Shopper Marketing - June 2016 - 23
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Shopper Marketing - June 2016 - 26
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Shopper Marketing - June 2016 - 31
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Shopper Marketing - June 2016 - 35
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Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
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Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
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Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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