How Target Effectively Used Psychology to Evolve
In the new age of consumer buying habits, the stores that continuously innovate are the ones that survive. When reviewing Target’s new store design, the layout itself can be seen as designed in the psychological realm and grounded in core marketing concepts. The store is no longer just a one stop shop, rather it is designed to influence perception, consumer behavior, and ultimately end goal purchase decisions. These marketing efforts revamped can be seen as a deliberate effort to shape the customer experience in a way that aligns with the modern consumer’s purchase behavior.
As seen in Target’s approach to its 2022 redesign strategy https://corporate.target.com/news-features/article/2022/11/new-store-design, the concept of open space and integrated fulfilment directly reflects an omnichannel marketing strategy. By innovating in-store experience and digital convenience, Target offers its consumers reduced friction within the customer journey. This strongly aligns with the customer experience by ensuring every touchpoint feel seamless and intentional. Interestingly, the article The Real Reason Women Shop More Than Men https://www.forbes.com/sites/bridgetbrennan/2013/03/06/the-real-reason-women-shop-more-than-men/ discusses that women are the consumers purchasing more across multiple categories over men. This is seen due to them being the primary purchasers for entire households. Women are therefore primed to shop for all occasions and a variety of items. Target can be seen as acknowledging this role based segmentation by offering efficient fulfilment options and inspirational displays around the stores, which in turn balances function with experiential shopping.
A psychological tactic that works well for Target is the positioning of Bullseye’s Playground https://www.target.com/c/bullseye-s-playground/-/N-tr36l. This deals section located at the front of every store offers inexpensive, trendy, and seasonal items that can be used for all aspects of life from home décor to spring break essentials. Additionally, the store design leverages the new age of aesthetics and consumer behavior in modern times. The company utilizes lighting, layouts, and curated displays as strategic tools to increase perceived value so individuals are inclined to purchase more. When an environment feels clean, intentional, and organized, it cuts out decision fatigue and therefore making it easer for individuals to impulse buy. The store is intentionally designed to guide the consumer through thought out sections and layouts in an effort to make the decision process low effort by the use of visual tools.
In a marketplace, where a lack of innovation causes companies to crumble, Target has effectively studied and combined aspects of consumer behavior to innovate and improve brand positioning. This can be seen by combining convenience, intentional design, and inspirational product displays to effectively influence the customer journey.
