Is Target Having An Identity Crisis?

I used to love Target. I could spend hours browsing the store to see what was new, and plan an entire day around hitting the nearest Target location.

Back then, going to Target was not just a quick store run- it was an experience. Target marketers did a brilliant job of differentiating the chain from other retailers, with trendy seasonal décor and collections from otherwise high-dollar designers. I was particularly jazzed when Target introduced The Shops, their limited time, curated collections of cool things from boutiques across the country. That sealed the deal for me as a Target lover. But recently, things have changed.

Target has a new marketing campaign this year, which has left me feeling a little flat. The Target Run campaign aims to, ahem, target customers who value coupons, groceries, and quick runs to pick up essentials. The trouble is, I already have sources for those boring trips. What I’m lacking now is a fun, trendy place to shop for non-essentials. It may sound crazy, but I just can’t get as excited about that curated designer collection when it’s across the aisle from macaroni and fruit snacks.  

Don’t get me wrong, the Target Run campaign is integrated and well thought out. There are coupon apps, expanded grocery selections, clever advertisements, and a redesigned website to support the new offers. The problem, for me, is a misalignment with the unique identity Target had created. The identity of being a destination and an experience for those looking for cool stuff at reasonable prices. With Target’s expanded grocery section, weekly coupons, and boring website, it feels akin to Walmart.

What do you think? Is Target having an identity crisis, or do you like the new positioning and offers?


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