How Target Succeeds in Making You Crave Things You Didn’t Know You Needed.
On the Money: How Target Succeeds
June 3, 2019
On the Money:
How Target Succeeds in Making You Crave Things You Didn’t Know You Needed
We’re kicking off a huge campaign here at Flint Avenue surrounding the idea of customers craving your brand. I wanted to call attention to an example with which we’re all familiar: Target.
Target has succeeded by leaps and bounds over its major competitors, and is first to mind for many when they think about stores they love to visit. Everyone always finds something they didn’t know they needed (dare I say craved?)- so much so that there are even hashtags and Instagram accounts dedicated to the goodies found there.
So what are they doing so right?
2. Comfort.
Feel more comfortable here than other stores? Is it because you stopped at the Starbucks or grabbed a triumphant steal at their deal section at the front door? Maybe we can spend a little extra time here…
3. Layout.
Do you need a garden hose? Be prepared to have to walk through aisles and whole sections full of non-necessity goodies to get there. The women’s clothing is up front and center and designed more like your women’s specialty stores. This also gives them some reputability, and makes you more confident in your clothing purchases (wait, weren’t we here for a hose?).
4. Placement.
Target often places their boutique items near related necessity items, so you find that beautiful serving platter while you’re looking down the frozen pizza aisle.
5. Exclusivity.
Target teams up with big name designers to create products that lend them more reputability and style. When you can’t find items anywhere else or an item is limited, it also creates a craving to need it.
6. Clearance
They place their seasonal clearance items near the check out registers for one last temptation. Get the deal before they’re gone!
These strategies get you to crave items as soon as you walk through the door. Color psychology, layout, exclusivity, placement, and pricing are all strategies that small businesses can learn and implement as well, even if you’re online only. Review your website, store design, and social media accounts with these strategies in mind and you’ll be well on your way to improving your brand’s craveability factor!