Target looks to build rep as ‘America’s easiest place to shop’
In an update to its Target Run campaign, Target is shifting focus to its newer Drive Up and same-day delivery with Shipt offerings.
Initially launched in May 2017, Target Run focused on “quick, grab-a-basket, run-in-and-move-on trips” for low-priced everyday essentials. In September 2017, prices were lowered on “thousands” of everyday essentials to reinforce its low-price proposal.
In December, Target acquired Shipt, which offers same-day grocery delivery from Kroger, Costco and others, and in March began rolling out the service in Minneapolis. Target expects to be the first retailer to be able to offer same-day delivery in all major markets across the country by the upcoming holiday season.
Target also offers Target Restock, next-day delivery of household essential products for $2.99 per box or free for REDcard purchases.
Drive Up, in which customers place orders via the Target app and have their items brought out to their cars, is being rolled out after a test in Minneapolis last fall and is expected to reach nearly 1,000 stores by the end of 2018.
In all, three unique Target Runs are being promoted:
- The “Original”: When shoppers “run out of pretty much anything” and need to broadly cover the store for a full stock-up.
- Drive Up: For the in-and-out visit, shoppers can place orders through the app and someone will bring the items to their car “in just two minutes.”
- Same-Day Delivery: With a promise of not having to “leave the backyard,” shoppers place orders through Shipt and have them delivered to their home later in the day, often within a few hours.
“With our expanded fulfillment options — including Drive Up and same-day delivery with Shipt — reaching tens of millions of guests across the U.S., we’re evolving the campaign to highlight the new ways they can choose to complete their Target Run, how, when and where it’s best for them,” said Rick Gomez, EVP and chief marketing officer at Target. “At its core, it’s a campaign designed to help our guests make the most of their day, and an important step in making Target America’s easiest place to shop.”
- Just When You Thought Your Target Run Couldn’t Get Any Better… – Target
- Just Used The Last _______? TargetRun and Done – Target
- Pssst… Here’s How to Save Big During Your Target Run (And There’s No Math Required!) – Target
- ‘Target Run’ Campaign Showcases Retailer’s New Delivery Services – Advertising Age
DISCUSSION QUESTIONS: Is making Target “America’s easiest place to shop” a message that will resonate with consumers? Will Target gain a competitive advantage with its push to bring same-day delivery to all major markets and Drive Up expansion?