Marketing Study on Customer Loyalty
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