See how Target’s amazing in-store holiday displays come to life video transcript

A woman in a floral top sits in front of the camera. White text appears below her.
 
ON SCREEN TEXT: Michelle Mesenburg
Senior Vice President, Marketing
 
MICHELLE MESENBURG: So at Target, we're reimagining the shopping experience in our stores, and we are really excited to welcome our guests and bring them into a whole new way of shopping Target during the holiday season.
 
Stacks of red Target shopping baskets stand in a row. A woman walks past the display, retrieves a basket, and walks offscreen.
 
The camera pans over a Christmas decoration display inside a Target store. Banners reading "Give Thanks" and "Wondershop Trimmings" hang from the ceiling.
 
Michelle speaks to the camera.
 
MICHELLE MESENBURG: Retail brand experience is the way we think about creating compelling stories for our guests, through product presentation, through environment, and through storytelling.
 
The camera pans over Christmas ornaments that line red displays inside a Target store. Christmas trees line the outside of the rows.
 
A woman in a black top speaks to the camera. White text appears below her.
 
ON SCREEN TEXT: Jasmine Vazquez
Senior Director, In-Store Marketing
 
JASMINE VAZQUEZ: The retail brand experience team is a newly-formed team from about a year ago, and so it takes a lot of different areas of discipline that touch the store: packaging, in-store marketing, as well as the visual merchandising team.
 
A man in a blazer speaks to the camera. White text appears below him.
 
ON SCREEN TEXT: Patrick Cummings
Senior Director, Packaging
 
PATRICK CUMMINGS: When you think of packaging, sometimes you just see the overall box, for example. But it's really a lot more than that.
 
A woman in a navy top speaks to the camera. White text appears below her.
 
ON SCREEN TEXT: Nadia Opatz
Director, Packaging
 
NADIA OPATZ: Brands at Target come to life through packaging first.
 
Blue, white, and teal ball-shaped ornaments are stacked inside white boxes. A hand selects a gingerbread house kit off a shelf. Christmas treats and cookies in canisters sit on a display table.
 
NADIA OPATZ: And it is something that people don't think about much when you're in the store, but it is absolutely one of the biggest branding moments we have at this company.
 
A woman in a black top speaks to the camera. White text appears below her.
 
ON SCREEN TEXT: Lori Lickteig
Senior Manager, In-Store Marketing
 
LORI LICKTEIG: ISM specifically connects to the overall guest experience by really punctuating and elevating stories that are already being brought to life.
 
A banner hangs from the ceiling reading "Wondershop Sweets." A mechanical Santa Claus toy climbs a red ladder next to a Christmas tree. Paper cutouts of reindeer and the Target Bullseye dog pulling a sleigh hang from the ceiling. White text appears in a red circle that hangs from a display reading "Gifts to go around."
 
LORI LICKTEIG: This year's holiday ISM will evoke joy for our guests and really bring the whole store to life in a special way.
 
Jasmine speaks to the camera.
 
JASMINE VAZQUEZ: It's about recreating these little shops inside our store that will draw their attention and really inspire them to explore new things.
 
Shots of Christmas decorations and trees lining shelves. Paper cutouts of reindeer hang from the ceiling.
 
A man in a blazer speaks to the camera. White text appears below him.
 
ON SCREEN TEXT: Kolby Veenstra
Senior Director, Visual Merchandising
 
KOLBY VEENSTRA: Visual merchandising's role within retail brand experience is really about the product assortment and how that's merchandised in our stores.
 
Tasteful Christmas house ware decorations line white shelves.
 
A woman in a navy top speaks to the camera. White text appears below her.
 
ON SCREEN TEXT: Erika DeSalvatore
Vice President, Visual Merchandising.
 
ERICA DESALVATORE: You will see color in a major way, for every age, every person.
Stuffed animals and Christmas booties and hats for small children hang from a shelving unit. Art supplies line a shelf. A banner reading "Toy Shop" hangs from the ceiling.
 
KOLBY VEENSTRA: We have over 1400 giftables that we put into our amplified gifting assortment under $15, which is really incredible.
 
Sweets, electronics, games, and house wares line shelving units that are labeled with a "$15 & under."
 
Michelle Mesenburg speaks to the camera.
 
MICHELLE MESENBURG: Holiday is the first project that our team was able to work on from the very beginning together.
The camera pans over a Christmas decoration display inside a Target store. Banners reading "Give Thanks" and "Visit the Wondershop" hang from the ceiling.
 
MICHELLE MESENBURG: The second our guests walk through the doors at Target this holiday season, we want to take them to a special place.
 
Ornaments line Christmas decoration displays. Silver buckets of candy canes hang from a white post. The camera pans up a decorative Christmas tree. Unicorn ornaments hang in front of red pegboard. Bins of $3 ornaments sit next to a Christmas tree. A woman selects a candy cane from a silver bucket.
 
MICHELLE MESENBURG: We want them to take a journey through our store, and not only get the things that they came to check off their list, but also discover something new.
 
Erica speaks to the camera.
ERICA DESALVATORE: You'll see things like roller-skates, like record players, vinyl albums, that gingerbread house kit...
 
The camera pans over electronics and a gingerbread kit.
 
Jasmine holds her hands by her ears.
JASMINE VAZQUEZ: Fuzzy earmuffs and hats and mittens.
 
A display of fuzzy earmuffs and mittens.
 
Michelle speaks to the camera.
 
MICHELLE MESENBURG: We also have a whole new personalized gifting concept where guests are gonna be able to come in and actually customize Christmas stockings and Santa bags and gift wrap-- really special, unique items that you typically probably wouldn't find in a mass retailer, we are bringing in for our guests this holiday season.
 
The camera follows a woman as she approaches a kiosk. A banner hangs from the ceiling reading "Personalized Gifting." The woman taps on the kiosk and a Christmas stocking appears on the screen.
 
A burlap Santa bag sits on a red countertop. A red plaque with white lettering sits next to it.
 
ON SCREEN TEXT: WONDERSHOP
GIFTING
 
ON SCREEN TEXT: Personalize your gifts
1. Visit the kiosk
2. Choose items % add a
personal touch
3. Let our elves go to work.
Personalize any time at wondershop.com
 
A woman's hand selects gift wrap options from a kiosk.
 
A burlap bag appears on the kiosk screen and red text appears over it to preview the personalization with the name "Ryan Scott."
 
A Target employee helps the woman, gesturing at the screen.
 
Peter Cummings speaks to the camera.
 
PETER CUMMINGS: It's gonna be a new feeling for our guests this year. The level of coordination and the cohesive feel throughout the store is gonna be unlike anything we've ever done before.
 
Kolby Veenstra speaks to the camera.
 
KOLBY VEENSTRA: My number one hope in how our guest reacts from a retail brand experience to our gifting presentation, is truly joy.
 
Michelle speaks to the camera.
 
MICHELLE MESENBURG: We brought our teams together and tried lots of new things, and what the guest is going to experience, what they're gonna feel when they walk through the stores will feel like Target, but it's gonna feel like Target extra-special.
 
The red Target Bullseye logo appears on a white background.