Anne Howe

'The Shops' Bring Indy Feel to Target

January 13, 2012

FROM RETAILWIRE:
Target's plan to open shops within its stores is not just limited to Apple. The company announced it will sell limited-edition merchandise from independent specialty shops as part of a concept called "The Shops at Target." Will Target have a hit with "The Shops at Target" concept?      [more...]

This strategy delivers on what shoppers desire from the physical retail store. IF the physical in-store experience doesn't have something unique to offer versus the digital/mobile experience, the magic and pleasure of shopping for discovery in addition to necessity goes away.

Execution will the the true test, but once again Target shows its willingness to be a true innovative merchant. I would seek out a visit to a Target store that offers "The Shops" concept. And I'm guessing the social buzz will be a big plus. The unfortunate part is that it will be available only in a limited number of stores.