Even Target is Getting into Grocery
“Good & Gather” will include over 2,000 products by the end of 2020.
As a futurist, I’m sort of obsessed with the future of retail and the food services industry.
So what is Good & Gather? It’s a pretty decent name, got to admit. It will include more than 2,000 items ranging from organic snacks to fresh salad mixes and frozen meals.
Target always tries to do what it can to compete with Walmart and Amazon, but hey, it’s not easy! Target expects Good & Gather to be a multibillion-dollar brand by the end of 2020. That is if all goes well.
As Amazon’s acquisition of Whole Foods can illustrate, not everything goes smoothly in the low-margin grocery business. It’s not just hyper competitive, it’s the retail business that’s very impacted by consumer sentiment and constant shifts. [Eds: Can you create a “Retail” topic in business?].
Good & Gather Launches This Fall
Target has positioned itself as the big-box store of the people. While every shopping chain ostensibly wants to be considered in that way and with the apparent continued death of Macy’s this year, to keep up with the Jones means playing the game like Amazon (with less of a budget).
Products from the new line Good & Gather will hit Target stores beginning Sept. 15.
I’m always weary of in-house private label brands. But let’s think this through a bit.
The retailer said that by the end of 2020, the brand will have more than 2,000 items:
- Organic pizza crusts, milk and eggs, hazelnut and peanut butter spreads
- Frozen veggies, salad mixes, and pastas.
Can you see it? I can, sort of. For retail news, I mostly follow Retail Dive (not an affiliate btw).
The Future of Food and Grocery Services is Bright
The new flagship line, which will roll out across kids, natural and organic, signature and seasonal categories, will be available in stores and on Target.com for same-day delivery starting — you guessed it, September 15th.
Target has had a pretty decent 2019 so far even amid retail slumps. Good & Gather will include everything from dairy products to ready-made pastas, with a focus on taste, quality ingredients, ease of use, and value. It sounds like Target wants to offer convenient but healthy food or some low premium-grade options here.
With regards to the future of food, I think Target and Walmart have done a fair job with faster delivery to compete with Amazon here, upgrading the consumer experience, generally speaking, in recent years.
One-Stop Convenience Shopping
Target has been able to position itself around the “Target run” as a one-stop destination for anything and everything a person could need, including and beyond actually buying things. That, in theory, is a pretty good value proposition.
Good & Gather is a smart brand loyalty play and a great name for this segment. I think it’s one of the smartest things I’ve ever seen Target do. Why is that? It’s about how shoppers bundle items, right? Today, nearly 75% of Target shoppers in stores are adding at least one food item to their baskets.
Target has been working its way toward a head-on challenge of Walmart’s one-stop dominance and this feels a bit more tangible. Target has had a few food lines in the past, but this is set to be its biggest yet, with 650 items dropping in mid-September and another 2,000-plus becoming available by 2020.
Good & Gather, by streamlining Target’s food strategy and improving its brand image, can really do well here, I think. Good & Gather has the potential to create an iconic and strange cult of personality around its convenience and quality that I’ll be watching closely as I track the future of food. I mention it not for any PR reason, but because I think it’s relevant to the evolution of retail and grocery convenience.
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