Target 2003 Annual Report Download - page 6

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4
ocus on FrequencyResearch shows that
guests time their shopping trips to coincide
with the replenishment of specific consumable
and commodity items, such as household
cleaners, paper supplies, prescriptions, food
and beverages, and health and beauty aids. For more
than a decade, sales of these categories at Target have
substantially outpaced the rest of the store. To satisfy our
guests’ demand for greater value and convenience and
to gain a greater share of their overall spending, we are
elevating our focus on strategies to drive higher frequency.
For example, we are:
• expanding our merchandise selection of
consumable items,
• increasing the visibility of everyday essentials through
more prominent marketing and in-store presentation,
• investing in pharmacy technology and guest communi-
cation to improve speed and service and strengthen
our relationship with our pharmacy guests,
• merchandising and marketing to specific guest
segments, such as Mom and Baby and households
that are moving or relocating, and
• ensuring that our prices remain competitive
and compelling.
Exclusive Design Partnerships
Target is committed to
offering fashion newness and
excitement to our guests
each time they visit our stores
and our exclusive design
partnerships contribute
meaningfully to this differen-
tiated merchandise strategy.
For example, in 2003, we
continued to expand our
collaborations with current
designers like Sonia Kashuk
and Michael Graves and
introduced new lines from
Isaac Mizrahi, Liz Lange and
Amy Coe. We believe these
exclusive design partnerships
reinforce our brand, delight
our guests and help us sustain
our competitive advantage.
F
Merchandising
Target has consistently delivered the merchandise our guests want
—specifically, a selection of exceptionally priced, differentiated
product that no other retailer can match. More recently, we’ve
concentrated increased efforts on what our guests need. It’s this
unique combination —appropriately balanced within our assortment
—that reinforces our “Expect More. Pay Less.”brand promise and
allows us to remain relevant to our guests.