What do you think - Is Target desperate to drive grocery traffic?
The good news: Nicely integrated across print, in-store and mobile. See attached pix of all dimensions.
The bad news: These types of promos feel like they represent a "race to the bottom" regarding pricing --- pretty expensive offer.
Another observation - Their pricing on groceries is not competitive so this represents neutralizing that problem.
What are your thoughts? Steve F.
Some of us may remember Walmart's Project Impact that Shopper Marketing magazine reported on in 2009 and into 2010. The program ultimately "earned" the moniker "Inaction Alley" based on obvious lost sales and an impact on Walmart's value seeking shopper. In some ways, it seemed that Walmart was aspiring to have a store experience resembling Target.
Well fast forward to this last weekend when I traveled to Crystal Lake, IL that is the closest Walmart Supercenter to Chicago (about 40 miles) to check out the store experience.
Must admit that I was a bit stunned by the amount of investment that brands are making in not only in in store merchandising, but that their sampling program "Bright Ideas" and end cap media seem to be alive and well. Take a look at the A-B "Rita" display that features 12-packs plus singles. Also, the Red Bull cooler is very impressive.
This week's OASIS featured retailer digital ad. Source: OASIS (Online Advertising Survey & Insights Service) from the Path to Purchase Institute
Retailer: Dollar General
Theme: Raining Cat & Dog Deals
Manufacturer: Big Heart Pet Brands
Comment: An execution that stands out in creating a positive impression for DG and Big Heart. It also appears that the visual cues are effective.
OASIS is a value added service from the Institute that organizes the world of retail digital promotions from 21 important retailer sites for your competitive, reporting and intelligence needs.
OASIS is a unique data tracking service enabling both retailer, brand and agency members of the Path to Purchase Institute to monitor, analyze and assess competitive threats and opportunities
within the spectrum of retail digital promotions.
Additionally, the landing page image was processed to another service that is a unique benefit for Institute members, the 3M Visual Attention Service shows a predictive analysis of visual saliency for the first 3 - 5 seconds of viewing the image. Visual salience is the probability that a viewer will fixate on a particular area of the image. Results using this analysis are highly correlated with eyetracking
Here is a link to the 3M Visual Attention Report - http://goo.gl/tJ00ha
Go to http:www.3m.com/vas for more information.
Questions, comments... Please reach out.
Steve F. (email@example.com)
- The Path to Purchase InstituteManaging Director, 2007 - present
Above all, I care about family, friends, country and humanity. Additionally, being a part of the consumer goods industry and the Path to Purchase Institute is an integral part of my life. What do you need to know about me.
1. I care deeply about my family, friends and associates and their well being.
2. I’m a risk taker, I encourage failure if we are pushing the envelope.
3. I don’t take myself too seriously. I’m energized by conversations where someone takes a good humored “shot” at me. But beware, I do get even.
- University of ArizonaBSBA Marketing, 1973