This week in retail: Target basket display
Because we’re a retail-centric agency, we always have our eye on the latest innovations and in-store experiences, even during our weekly grocery run. When something catches our eye in the retail space — a display, packaging, or engagement strategy — we’ll round it up, chat about it, and share it with you.
Over the last few weeks, we’ve noticed these popping up at local Target stores. They’re displays made to look like jumbo versions of Target’s shopping baskets, highlighting the iconic Target red color and bullseye logo.
What we love:
The scale of this display is certainly stop-able. It’s an eye-catching display and a consistent build on the #TargetRun advertisements which feature Target baskets filled with product combos for every situation — from trying a creative new recipe for family dinner, or stocking up on feel-better essentials when the flu strikes.
#TargetRun ads work to position Target as a quick-fix, grab-and-go destination for every need, and these displays enable customers to do just that.
What could be improved:
The shelf’s small size means these displays are hard to keep stocked. Great displays not only get customers to engage with the product, but also allow for efficiency in merchandising the product. Constantly having to refill these small displays leaves them lacking.
Curb’s vice president, Shandra Zurn, weighs in.
“I like it from a scale perspective. It’s drawing the eye of shoppers, and hopefully reminding them of something they just have to have. The consistency with the out-of-store advertising is working well — however right now, in the store environment they feel a little “dropped” here. I’m curious to see if this concept makes its way to other places in the store. Check lanes, dollar spot, or end caps. That might help it feel more cohesive with the full store experience.”
Curb’s CEO, Dean Forbes, weighs in.
I think the link to their out of store #TargetRun campaign is spot on (pun intended) — and I certainly applaud the stoppability and scale of the displays. But what do the baskets mean to the Target guest? Are these deal items? A spot to find a special new brands? Or is this just random product placement? Providing clarity to your shopper is critical or it’s just design for design’s sake — and that won’t grow your bottom line.
Now tell us — have you seen these jumbo Target basket displays at your local Target? What do you think of them? Sound off in the comments!