In 2008, Target set out to expand its offering to include fresh groceries. What began as a pilot program in Minnesota quickly turned into an aggressive nationwide campaign focused on keeping guests shopping during construction, and getting even more carts rolling through post-remodel.
The holistic effort – which spanned across digital and direct mail, to TV and radio, to out-of-home and experiential – included several stand-out elements.
1.) Market-by-market customization (e.g. in L.A. boards read, “Fresh from sun up to Sunset.”)
2.) Transformative technology (in the form of register-ready iPhone coupons, a web experience that geo-located guests for instant information on their local Target, AR store videos to give shoppers a virtual sneak peek of the store’s fresh new format).
3.) Grassroots grocery (e.g. in Chicago, we parked a Target Grocery food truck on Michigan Avenue and gave away gift bags of groceries and recipes people could make with the ingredients in the bag; live cooking demos with Giada de Laurentiis, branded bicycles and trucks handing out 10,000 samples of fresh produce in Philly.)
Association of Target with food vaulted from 37% to 53%
6% sales lift in remodeled stores, 1% for entire chain
7% increase in trips to remodeled stores