Target’s “The Great Save” strategy

Note: I made the following comment on RetailWire before seeing (in Target’s print advertising) that the in-store content was more appropriate to the “club pack” strategy than I originally thought:

There is nothing wrong with “The Great Save” as a way to reinforce Target’s value position. And it’s also a good idea to find a new use for the “swing space” that Target has devoted to its “international collection” of furniture for the past few years following Christmas.

However, if the online assortment of bargains is any indication of the execution of “The Great Save” strategy, the actual success of the strategy is less certain. (Check it out at the Target website.) It’s a very strange assortment of everything from closeout handbags to remaindered books (“Air Warfare from WWI to the Present Day,” anyone?) But there is very little display of the sort of large sizes and multipacks of commodity items that send customers flocking to competitors like Costco.


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