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Target is partnering with the iconic Museum of Ice Cream to launch a limited-edition kids’ clothing and accessories collection and unique ice cream flavours. The retailer will also sponsor a new experiential concept, The Pint Shop.

Collaborating to deliver new and unique products

Target is launching the clothing range through its Art Class brand. This was launched last year to deliver inspiring, limited-edition collaborations at affordable prices. Launching in stores and online in early June, the collection will highlight Museum of Ice Cream’s signature style. In July, Museum of Ice Cream will launch seven ice cream flavours at Target. The retailer will be the first to sell the range, which will include five new flavours along with Museum of Ice Cream’s signature flavours.

Sponsoring a unique experience in New York

As part of the partnership, Target will sponsor Museum of Ice Cream’s newest concept, The Pint Shop. The Pint Shop is an interactive space in New York City where customers can explore oversized pint installations and participate in unique tasting experiences.

Source: Target

Fun and experiential nature aligns with Target brand

This is a great brand partnership for Target as it aims to tap into Museum of Ice Cream's quirky and fun credentials. It is also unique in that it is being extended across food and non-food categories. The concept was launched in 2016 as part ice cream café, part gallery space. In addition to offering a range of ice cream brands, it also features display spaces where customers are encouraged to engage with the exhibits and share their experiences through social media.

Fee-based pop-up has drawn large crowds

Customers purchase a ticket to visit ($38) the Museum of Ice Cream, which includes various tasting opportunities. There is currently one-active location, in San Francisco, which has attracted around 200,000 visitors since launching six months ago. For Museum of Ice Cream, the partnership with Target will help drive awareness of the brand nationally and potentially pave the way for additional pop-up locations.

Target on private brand drive to drive loyalty and differentiation

Target has a long history of developing unique private brand collaborations. This year it has worked with iconic British brands, Hunter and Umbro, while it recently announced plans to collaborate with Disney’s Mickey Mouse to launch a range of exclusive clothing, toys, pet treats, beach accessories and beauty products. By the end of this year, it plans to have completed the introduction of 12 new private brands, impacting around $10bn of volume. Several have successfully launched to date. Investing in private brand is viewed as a key way to drive customer traffic and loyalty, while building important points of difference.

Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Target. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD

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Target is a testing a new program, Target Fetch, which uses sensors embedded in household products to reorder relevant supplies.

Automatic reordering of suppliers

The Minneapolis / St. Paul Business Journal reports that Target is looking for beta testers for the program which would provide users with a smart device paired with a mobile device. Sensors within Bluetooth-connected paper towel holders, soap pumps and toilet paper spindles would detect when suppliers are about to run out and automatically re-order them.

Source: Target

Developed ‘Open House’ concept to showcase IoT devices

Target has been showcasing internet connected household devices at its ‘Open House’ concept in San Francisco since 2015. The space was developed as part retail store, part lab, part meeting venue for the connected home-tech community. The goal has been to demonstrate how multiple connected devices can work together to solve real-life problems and explore retail experiences for this new product category.

Working with Indiegogo to spot latest innovations

One of its key partnerships has been with Indiegogo, a crowd-funding site known for showcasing and supporting exciting new inventions. Target has worked with the organisation to launch this test. The concept is like Amazon’s Dash buttons, which has seen the retailer build upon the original concept with automatic reordering of supplies built into selected Brother printers and General Electric washing machines.

Making Target “America’s easiest place to shop”

Target Fetch aligns with Target’s focus on being “America’s easiest place to shop.” In addition to improving the in-store experience it has reduced the fee and expanded its Restock program. It has also started to roll-out same-day delivery through its subsidiary, Shipt, and expanded its Drive Up program which enables customers to collect their online orders from their cars within two minutes of arriving at store.

Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Target. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD

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We look at the latest initiatives at Target spanning its ecommerce, grocery and beauty departments.

Target Restock expanded to all US stores

Target has expanded its Restock program to all US stores, making it available to around 75% of the population. The service provides customers with next-day delivery of household essentials for a fixed fee of $2.99. They can choose from around 35,000 products, including national brands and branded items, up to a weight limit of 45 pounds. Orders are fulfilled by store level inventory, enabling it to turn around orders quickly. Target recently launched a voice-activated experience for this program through Google Home.

This complements the retailer’s broader ecommerce ecosystem which also incudes same-day delivery via its subsidiary, Shipt, and store pickup programs. All these initiatives optimise Target’s strategic focus on repositioning its stores as distribution hubs.

Meal kits extended to 200 stores

Target is rolling-out meal kits to around 200 stores in Minnesota and California. The retailer is partnering with Local Crate. The company, which was part of Target’s Techstars Retail Accelerator program last year, specialises in using locally sourced ingredients. The retailer has been testing several different meal kits at its stores. This development comes as several US retailers are ramping up their programs in this area, with several subscription-based companies launching their ranges within stores.

Virtual makeup experience

Target has launched a test of an augmented beauty experience, Target Beauty Studio. Working in partnership with Perfect Corp.’s YouCam Makeup, the retailer is making the virtual beauty and makeup experience available on Target.com and in 10 stores via a digital screen. YouCam uses real-time facial mapping technology to enable customers to virtually try on different products.

Source: Target

Launching men’s grooming section

The retailer is also launching a new men’s grooming section, featuring brands such as Harry’s Beardbrand and Byrd. The launch will initially cover 11 stores, before being expanded to 80 additional stores by the end of the year. As part of the range of more than 600 products, the section will also feature men’s accessories including hats and wallets from the retailer’s clothing brand, Goodfellow & Co.

Target has been making significant investments into the beauty space, including introducing a new elevated in-store experience with updated design elements and a launching a beauty accelerator program. This is a key area of focus for the retailer where it believes it can build a leadership position through optimising both its value and style credentials.

Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Target. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD

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