Target has won the omnichannel shopper in the baby category, Molly Hollenkamp, VP at shopper marketing agency Catapult, said in a workshop about omnichannel shoppers at the Shopper Marketing Conference & Expo at the Minneapolis Convention Center.
“Target is a destination for moms like no other retailer,” she said.
That’s because Target makes the baby shopping experience a personal, curated and educational one. Moms know they can rely on Target in-store, online and digitally to get product information, reviews and deals, Hollenkamp said.
“Target provides all the content she’s looking for at a touch of a button,” she said.
It’s catering to shoppers in-store as well. Target recently added baby advisors to select units. The advisors assist moms with product purchases and answers questions.
By giving her one-to-one help, moms feel more confident with their purchases, she said.
“Target makes moms want to explore and add to her cart,” she said. “Target has become her friend.”
Target also provides text alerts about new products and deals to keep moms connected to the store.
“Watch the baby category, because Target uses it as a testing ground for ominichannel,” she advised.
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