On Target!
Mary Ellen Kuhn
As mom to a couple of middle schoolers, I am well
aware of the fact that there are occasions in life when blending in with
the crowd is of paramount importance. While that may be a guiding principle
for navigating the tween/teen years, it’s not such a good thing for
retailers seeking to carve out a niche in an overcrowded, overwhelmingly
competitive marketplace. The last thing that any retail chain should want
is to blend in with its retailing peers!
So when I saw some of the findings from a new
retailing study conducted by The Hartman Group, Bellevue, Wash., I was
impressed by what consumers had to say about Target. The research took a
close-up look at how consumers felt about their shopping experiences in the
major retail channels. What was notable about Target was that shoppers did not lump it in with
other mass merchandisers/supercenters. They viewed it as a distinct entity
with unique appeal.
Target’s approach to merchandising the candy
category epitomizes the retailer’s particular ability to stand
out from the crowd. First of all, candy is positioned near the store
entrance. That is so right on for candy’s impulse-driven,
affordable-luxury positioning. The coolest
thing of all, however, is Target’s colorful signage, done in a style
that manages to be contemporary while also calling to mind an old-fashioned
candy store motif. Not only does it draw the eye, but it also very
effectively—and non-traditionally—organizes the section. The
header for the premium candy section, for example, proclaims in a casual,
easy-to-read script, “I want the best chocolate!” Under that
banner you can find products from Lindt, Perugina, Harry London,
Ghirardelli and others. Down the aisle a bit further, for a section that
includes 44-ounce bags of Hershey Kisses and 3-pound bags of
M&M’s, there’s a header that reads, “I want the
biggest bags.” For the sugar-free and diet-type candies, the header
is, “I want to watch my diet.” For singles, it’s,
“I want a quick treat.”
You don’t have to be a psychologist to see the
personal appeal here—i.e. use of the personal pronoun,
“I.” And even more important than that, I think, is the
consumer-focused organization. It’s easy to figure out where to
go within the aisle, depending on what your needs are. It’s little
wonder that Target is delighting Wall Street as well as consumers.
“Expect more. Pay Less.” Target’s
well-publicized tag line might be considered a retailing mission
statement—one that Target executes brilliantly. Every candy category
management team has the opportunity to do just that—to create an
assortment that fits your chain’s positioning, is consumer-focused,
and helps deliver a point of difference. The candy category truly does have
something for almost everyone. No single retailer can possibly carry all
the available SKUs, so why not use that to your advantage? Stock an
assortment that includes some unique items, possibly items developed in
cooperation with key candy vendors. Then merchandise the category to help
your company’s stores stand out from their retailing peers.
Your customers will notice.