Target Is Changing Its Holiday Playbook with New Brands and More Ways to Shop

Target plans to change its holiday playbook by streamlining its number of promotions. It is adding a new e-gift service as it wants to be more in tune with customers’ mindset.

Last year, Target’s bevy of promotions and up-and-down prices disappointed the shoppers and customers, Target’s chief merchandising officer, Mark Tritton said at a media briefing. Now, it is simplifying the holiday promotions this year.

It is scattering hundreds of new giftable items across stores and expanding its marketing efforts to focus on families. The retailer’s holiday plans will also include kiosks that will focus on impulse presents mainly under $15; it is introducing a wallet feature to its app and offering more weekend deals.

Target is moving towards an everyday low pricing approach and refreshing its store brands. It is spending $7 billion over three years to remodel old stores, open small stores in cities and college towns and offer quick delivery for online orders. Target’s eight new brands will be available for the first time this holiday season.

Tritton said, “We will have meaningful promotions,” especially during Black Friday and Cyber Monday. “But priced right daily will be our regular drumbeat.”

Target is shipping orders from 1,400 stores. Around fifty percent of orders shipped from stores reach to customers’ doors in two days, according to the company.

The company is offering curbside recovery for online customers at 50 stores in the Minneapolis area. The products include groceries, toys and electronics.

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