Marketing Study on Customer Loyalty

My loyalty for the Target brand began the first time I walked into one of their brightly lit stores in 2003. Prior to that I was strictly a price shopper, hunting down the best buy and traveling to whichever store had the best offer. One trip to Target and everything changed. I was amazed by the simple layout of the store, the wide, brightly lit aisles, and the clearance items around every corner, not to mention friendly service. Taking into consideration the factors affecting consumer buyer behavior, it seems that I was largely influenced by personal characteristics. Target’s selection of low to mid-priced items fits my economic standing and the convenient shopping experience suits my busy lifestyle. And that’s exactly what Target is aiming for.

Opened in the early 1960’s, the first Target stores revolutionized the retail business by featuring an easy to navigate layout and clean displays, something that can still be found in Target stores today. In the 1970’s Target continued to market its easy shopping experience by adding an in-store pharmacy, photo lab, and restaurant. The 80’s brought electronic scanners and faster checkouts, while the 90’s gave birth to SuperTarget which offers a full featured grocery store. Target continues to market its experience by offering Target to a T, a custom clothing shop available via their web site. (Target Interactive History, 2006)

Adding to the convenience factor, Target has focused their stores around good design – both in the products they sell and in the way they are presented. Everything from prescription drug containers to furniture is carefully designed to bring style and function to the consumer. Target is completely committed to cultivating their customer experience and insists that things be presented in the best possible light. “More than creating an easy-to-shop environment, the focus on design means that the way a product or a display makes a guest feel is as important as any other criteria.” (Target Interactive History, 2006)

Research shows that Target has been successful at marketing a convenient shopping experience since its inception in 1962. While the store’s major competitor, Wal-Mart, falls behind in sales, Target continues to grow. (Rozhon, 2005) The mingling of style and discount prices allows Target to market itself to a broader customer base than its competitors. Whether a consumer is affluent or not, if they want convenience, Target plans to deliver. By striving to design stores built around customer needs, Target has gained a loyal customer base and continues to revolutionize their industry.

References:

Rozhon, T. (2005, May 13). Wal-mart lags but target hits quarterly goal. New York Times, Retrieved Jan 21, 2006, from http://proquest.umi.com/pqdweb?did=838637261&sid=2&Fmt=3&clientId=65562&RQT=309&VName=PQD.

Target Corporation, (2006). Target interactive history. Retrieved Jan. 21, 2006, from Target Web site: http://sites.target.com/site/en/corporate/page.jsp?contentId=PRD03-001087