Why Target Hits a Bull’s-Eye with Customers

Sunday is supposed to be a day of rest, but like many Americans, I often spend at least part of the day running errands. This past weekend I found myself doing just that and feeling cranky because I would much rather be spending time with family or having coffee with a friend. Unfortunately, the toilet paper and toothpaste supply were dangerously low, so I headed to Target with my long list of necessities.

Did you know that, on average, nearly 2.5 million people shop at Target every day? On this particular afternoon, it felt like most of them were vying for a parking space at my local store! After finding a spot about a mile from the entrance, I trudged through the door with a small dark cloud floating above my head. But then a funny thing happened—as I grabbed one of their bright red carts and passed colorful displays of holiday decor, my gloom began to dissipate.

And that, of course, is one of the secrets behind Target’s success. Sure, shopping for deodorant and laundry detergent is no fun, but while you’re stocking up on the boring stuff, you might also find a cute t-shirt, a new book, the latest video game, or a cheerful blue vase that would look great in your kitchen.

In fact, Target can teach us several things about successful marketing:

• Understand Your Customer and Solve Their Problems  Target recognizes that people are busy and, like me, most would rather be doing something other than picking up toilet paper and toothpaste with their limited time. By offering convenient, one-stop shopping, they help customers get a lot done in a single shopping trip. For instance, not only did I get all the must-haves on my list, but I also picked up a birthday card for a friend and a gallon of milk, saving me from stopping at the card store and the grocery store. (I may have also made a couple of impulse purchases.)
Knowing your customer, identifying their issues and emotions, and then offering a solution or making an emotional connection is referred to as “empathy marketing.” In today’s customer-centric world, people will support the brands/companies they believe “get them.” In other words, successful companies will use empathetic marketing, focusing content around the interests and concerns of their customers, rather than egocentric marketing, which focuses on your company. (Read more: “How Empathy Can Take Your Marketing to the Next Level”) This begins with gaining insights into your customers—not just what they purchase, but why they purchase.

• Stay In Tune with Customer Behavior  Closely related to understanding your customers’ motivations and emotions (the “why”) is the importance of keeping in step with “how” they gather information, form decisions, and make purchases. Target has done this successfully by creating award-winning mobile apps that make it easier for their “guests” to shop on-the-go, find the nearest store, check product availability, view weekly ads, create shopping lists, and refill prescriptions from their mobile devices. Considering the surging trend in usage, companies who aren’t optimizing data for mobile devices are missing out on a huge opportunity.

• Make the Mundane Fun  As noted, filling your cart with cleaning supplies and paper goods is a chore, but who says it can’t be fun? With clean, brightly lit aisles and well-organized displays, Target stores don’t have the feel of a typical general merchandise retailer. Now, add in a variety of “fun stuff” such as Mickey Mouse socks, party games, and funky pillows, and you’ve made shopping for the necessities a lot more interesting. From their upbeat television ads to their adorable ambassador, Bullseye the dog, Target has created a great brand identity—not only do they offer convenient shopping at competitive prices, but it’s also enjoyable and cool to shop there.

Now, you may be thinking that your products are too staid to lend themselves to this type of marketing (i.e., how can we make gears or HVAC systems exciting?), but any company can inject humor and lightheartedness into their marketing efforts. Every time you deliver content, you have an opportunity to connect with your customers and make an impression. Decide what you want that impression to be and then build upon it with every touchpoint. You may not be airing music videos during the Grammy’s, but you can change how customers perceive your brand. A consistent brand message is the key.

Speaking of that Grammy music video, I had to chuckle as I watched customers sing and dance their way around the store because while I had a good shopping experience at Target, I didn’t have that much fun! (Maybe I was just in the wrong aisle.) Still, the fact that the ad made me smile reinforced the positive impression that I already had, which, of course, is the point.