August 2, 2013
How we point our guests toward our grocery aisles is just as important as the products on the shelves. That’s why we’ve given the grocery department of in all our U.S. stores an exciting makeover.
Target’s Marketing team looked at the grocery category as a whole and created a fresh, consistent concept for all areas. Signs feature clear messages and high-quality images. The team also thought carefully about the products they’d highlight with new signs. For example, our owned brands are a top priority.
“Archer Farms is one of our premium owned brands within our grocery assortment, so we wanted to create a visual beacon for it,” says Pamela Winge, senior manager, Category Marketing. To do this, they created new signs for the space and removed the busy product photographs along the top of the aisles. Now guests will see simpler signs with a natural-looking background that allows the Archer Farms brand to stand out.
Wellness foods are another priority for the team. “We wanted to raise guest awareness that we have strong wellness products within our store,” says Ta’mora Fuhrmann, manager, Category Marketing. Guests will see stickers on glass doors and signs within the aisles to highlight Target’s key wellness products.
So far, the Grocery makeover has been a hit. “We’ve gotten great feedback from stores,” Ta’mora says. “They said the signing looks like it’s all been done by the same team. That was great kudos to all the cross-functional efforts that went into making the signing feel cohesive.”
Want to learn more about our biggest owned brands, including Archer Farms? Check out our interactive experience.
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