Target testing new baby concept

Date : 01 August 2013

Target has developed a new concept baby department at 10 stores in Illinois as it seeks to grow its share of the market for baby clothing and accessories, reports Reuters.

New look and feel and trained advisors

While the new concept departments do not feature any additional or unique products, as compared to the core offer available across Target's stores, they do have a new look and feel and more trained members of staff that are able to provide advice to shoppers. Content from Johnson & Johnson's BabyCenter is also loaded onto iPads in the baby area for product research.

Aiming to drive engagement and loyalty of higher spending shoppers

Target has identified that households with children spend around 20% more each year than households without children. Through enhancing the proposition for this group of shoppers, the retailer has an opportunity to build stronger spend and loyalty. Target’s senior vice president of merchandising commented that “We kind of are a store for families, and particularly young families, and we just think there is further opportunity to capture a larger share of their wallet.”

Competition in this segment of the market has intensified in the US, in part as a result of the declining birth rate and new competition from online retailers.

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