Shopper Marketing - July 2016 - 112


INSTITUTE STRATEGIST
experts to bioengineers - and then giving
them the freedom, autonomy and resources to make things happen."
Target also launched another project from
coLab in Boston dubbed "Good & Gather."
That effort flips the traditional food label to
emphasize ingredients by clearly displaying
them on the front instead of in small print on
the back while eschewing imagery, logos and
health claims.
The retailer additionally is expanding its test
of endcap coolers to the baby food aisle in 65
stores in Minneapolis, Los Angeles and Dallas
through a partnership with new brand Once
Upon a Farm. This effort merchandises refrigerated, high-pressure processed baby food
outside of the traditional refrigerated section
as the retailer tests demand.
Target is also implementing chain-wide
changes as tests come to fruition. This spring
the retailer reset the center-store grocery
aisles, changing assortment, presentation
and category adjacencies.
"Specifically, we've updated assortment
and segmentation to align with local demographics and showcase wellness," chief
executive officer Brian Cornell said during
the retailer's first-quarter financials call. "In
total, we added about 1,000 new items with
this reset, including 55 new better-for-you
brands across 25 categories, and we've incorporated our Simply Balanced [private
label] in an additional 30 categories. This
represents an important step in the rein-

112

y SHOPPER MARKETING JULY 2016

vention of our grocery business. Following
the reset we received very positive [shopper] feedback, and the subsequent results
have been better than expected."
Target simultaneously is looking beyond
the grocery department to differentiate
other areas of the store. After rolling out
significant updates in the home, apparel
and baby departments, the retailer now is
testing a connected-home merchandising
concept in the entertainment/electronics
department at one store in Minnetonka,
Minnesota.
Dubbed "Connected Living," the pilot
encompasses animated "discovery tables"
and LED screens to tell stories that illustrate
a product's usefulness and ability to work
with other devices. The tables are organized
into six sections - family fitness, connected
kitchen, virtual guardians (security devices), connected nursery, rest and relaxation
(sleep monitors), and item trackers and
smart buttons - and stores staff a dedicated employee. It showcases products such
as the FitBit wearable, WeMo switch, Ring
wireless video doorbell, Hello Sense sleep
monitor and Tile smart button.
Target designed the merchandising solution around lessons learned from its San Francisco Open House, a physical "house" space
outfitted with LED screens that the retailer
opened last summer to understand how to
display and educate shoppers on connected
SM
home products.



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
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
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