03 FEBRUARY 2020
Target: A unified brand experience
by Steve Yastrow: Author, speaker, consultant and founder of Yastrow & Company, a Chicago-based consulting firm.
I recently read an article in the Washington Post titled “How Target won back its customers: By going all-in on bricks-and-mortar.” The article highlighted Target’s successful strategy to refocus on their brick-and-mortar stores and unify their brand experience.
In 2017, Target’s chief executive Brian Cornell proposed a plan to invest $7 billion to remodel and revamp the chain. And, earlier this year, “Target celebrated its best year since 2005. Comparable sales in 2018, a measure of sales online and at stores open more than a year, grew by 5 percent. Comparable digital sales alone climbed 36 percent — marking the fifth consecutive year in which that figure grew more than 25 percent.”
“Going all-in on bricks and mortar” did not mean only investing in their physical stores. In fact, I would argue that if they had just remodeled their stores, the strategy would have fallen flat. A key part of the strategy was offering consumers a variety of shopping options including same-day delivery and curbside pickup. “Target has focused on giving customers options for how they shop. Its physical stores work in tandem with online shopping and delivery options.”
In other words, Target has unified their brand experience. All of the interactions that customers have with Target blend together to tell a consistent, compelling, differentiating story that makes sense to them. It is clear that Target understands what their customers care about, and that they have made essential enhancements to their brand experience to deliver what their customers want.
The results speak for themselves: this unified brand experience is motivating customers to shop at Target. Through these customer experience enhancements, they have earned more of their customers love, loyalty and purchases. You too can unlock your business success by creating a unified brand experience.