Target's Value Message Hits the Holiday Road

Target is wrapping up a year-long series of price-focused merchandising with a holiday campaign utilizing a variety of cost-themed messages.The mass merchant began rolling out its holiday merchandising program in late October with P-O-P materials that present value themes throughout the store. Part of the campaign targets seasonal travelers with slogans such as "spend less going home for the holidays" on headers for power-aisle endcaps merchandising luggage and "prep for the big road trip and save big bucks" on displays for travel-friendly games and tote bags. Additional endcap signs carry holiday travel tips.Elsewhere, toy department endcaps invite shoppers to "save a sleigh-load on the best toys for under the tree" and "stuff their stockings for just a little jingle." Rack headers in the children's department pitch holiday apparel and accessories by telling shoppers to "expect more savings under the tree," while endcap headers for seasonal tableware boast, "Winter cozy. Wonderland price." Displays merchandising ornaments and other holiday decor carry similar price messages, as well as tips on how to use the products to "create a comfort zone" or simply "be merry."In other seasonal activity, Target is partnering with seven designers on exclusive, limited-edition collections of affordable home decor, beauty products and gifts. Included on the list is new collaborator Marcel Wanders, who offers an eponymous line of dishes, vases, candles, ornaments and wrapping paper ranging in price from $2.99 to $39.99. The lineup also boasts returning partners Carlos Falchi (handbags), Anna Sheffield (jewelry) and Jemma Kidd, Napoleon Perdis, Petra Strand and Sonia Kashuk (cosmetics).Target also is attempting to keep up with rival Walmart's price slashing in the toy department by discounting select SKUs up to 50% from Oct. 1 through the end of 2009. The list includes Hasbro's G.I. Joe Tough Troopers action figures ($14.99), and Mattel's Fisher-Price Little People Play 'N Go Farm Set 50th Anniversary edition ($11) and Barbie Fashion Doll ($5). The retailer also continues to promote its "low price promise" on endcap signs throughout stores. (See "Target Sign Program ..." in Related Articles.)In related activity, Target is offering free shipping for more than 100,000 items from its website with a $50 purchase during the holiday season. The promotion began Nov. 1. Target Corp., Minneapolis, operates 1,743 stores in 49 states. The company last month eliminated 85 positions in a reorganization of its 1,100-person corporate marketing department. A Target spokesperson told several media outlets that the layoffs were not triggered by current economic conditions or the chain's recent performance, but by an ongoing evaluation of business practices.The company also announced last month that it has contracted with consumer electronics retailer RadioShack to manage its mobile phone merchandising. RadioShack's Kiosk Operations subsidiary, which also works with Sam's Club, has already opened "Bullseye Mobile Solutions" centers in about 100 locations in seven states and will roll out to all stores in 2010.

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