Shopper Marketing - July 2016 - 110


INSTITUTE STRATEGIST

Target Continues
Shaking Up the Aisles
Transparency in produce department the
result of Food + Future coLab partnership
By Patrycja Malinowska

Target continues to make changes to its merchandising strategy through a test-and-learn
process as it works to reinvent its stores.
This spring the retailer experimented with
increased transparency in the produce department. At different locations over three
weekends, the retailer offered a 50-cent
discount on certain older produce, such as
strawberries and raspberries. The item's arrival times and corresponding prices were
depicted on headers, letting shoppers have
their pick between "more fresh" and more
expensive or "less fresh" and cheaper.
Those locations also boasted futuristic
"smart scales" positioned on carts and were
outfitted with counter signs inviting shoppers to "learn more about your food" by placing it on the device. The touchscreen scale
then asked shoppers to select what they
would like to know more about the item from
a broad menu of choices spanning such categories as freshness, production and storage
chemicals, brand reputation, nutritional info,
animal welfare, environmental impact and
110

y SHOPPER MARKETING JULY 2016

GMO (genetically modified organism) status.
Presumably the device would show details
about how many calories are in a fruit or vegetable, if it is organic and how it was produced.
However, the scales in the stores were only prototypes designed to see what information is
most important to shoppers. The last screen
displayed during interaction with the device
thanked participants for helping Target "define
the future of food," and declared, "One day, this
device will bring radical transparency to the
grocery aisle. It's just not quite ready yet."
Clipboard-wielding employees followed
up with shoppers who had interacted with
the scales to survey them on additional data
points such as why they chose to interact
with the device, why they chose a particular
item to scan, what else they would like to
know about their food, and if they would use
this type of device regularly. Participants also
received a $5 store gift card.
The test is one of the first projects to come
out of the Food + Future coLab, a multiyear
partnership with Massachusetts Institute



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

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
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