TARGET REMODEL TOUR
Experiential Design
Target came to us wanting to do a truck tour as a way to show love to it’s guests while many of their stores were undergoing renovation. Sales were being impacted in the wrong direction and they wanted to turn it around.
Situation: From January 2018 through January 2019, Target remodeled 32 of its stores across the Twin Cities, investing over $250M. With competitive pressures eating at Target’s market share, Target knew the remodels were essential to regaining those shares and driving Guests back into store.
Goal 1: Increase awareness of Target’s remodeled stores and educate Guests on how the renovations positively impact their shopping experience. Goal 2: Drive store traffic through coupon distribution.
Ask: Create an engaging, localized experience, reminding Guests how Target brings them joy.
Solution: We designed a branded mobile truck tour and partnered with community events in the newly remodeled store communities, intimately engaging with Guests by meeting them where they are.
The footprint was tailored to each season with relevant surprise and delight giveaway moments and an interactive photo op that engaged one and all. Brand Ambassadors invite Guests into the footprint by communicating the completion of their local store remodel and distributing a coupon and branded tote to set them up for their next shopping trip. Families also receive a relevant giveaway tied to the event environment and an opportunity to pose for a sweet photo with Bullseye for easy social sharing.