Target 2007 Annual Report Download - page 13

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11
What’s good for our guests
We know our guests value natural and organic offerings, and our
Long Live Happy campaign positions Target as a resource for our
guests’ health and wellness needs throughout the entire store.
In early 2008, we intensified our focus on providing food solutions
that are simple to understand, contribute to health and wellness
and are easy for our guests to shop. In addition to organics, we
highlight key health and wellness categories, including natural,
fat modified, sugar modified, whole grain, portion controlled and
“super foods,” like Archer Farms dried blueberries, believed to
provide important health benefits because of their unique nutritional
value. Our guests can also rely on all Archer Farms products to
contain zero grams of added trans fat.
Naturals will continue to grow as an important part of our
business. In early 2008, Target introduced new lines in Health &
Beauty, including Kiss My Face, J/A/S/O/N, and Pure & Natural in
addition to expanding our existing relationships with Method, Tom’s
of Maine and Burt’s Bees.
Tastefully original
When it comes to food, we have the same commitment to innovation
and value as we do in our general merchandise categories.
Throughout our assortment, we continue to feature premium
ingredients, unique flavor profiles and innovative packaging—giving
guests even more reasons to make Target their preferred grocery
destination and continuing to drive more frequent visits.
Our team of food scientists and chefs design and develop our
innovative food products, working together from start to finish
creating products that delight our guests.
In addition to healthy food offerings, our guests have come to
expect convenience and innovation in our food selection, such as:
• Nearly all Archer Farms appetizers cook at the same temperature,
making it more convenient to entertain friends and family with
delicious food.
• Archer Farms chips are packaged in easy-to-use, resealable
chip bags.
• Archer Farms cereal boxes contain an innovative easy-to-open
canister, the first of its kind in the breakfast aisle.
Remaining relevant to our guests means
anticipating their needs and providing innovative
solutions for their busy lives.
To get these products to our stores, we already distribute virtually
all dry grocery products through our own distribution network. In
2008 and 2009, we will open two perishable-food distribution
centers. By controlling our food distribution, we can improve
profitability, provide greater supply chain efficiencies and have more
direct control on our overall food strategy. In addition, we’ll be able
to grow our owned-brand foods even faster and provide even
better product freshness.
Owning our business
Target-owned brands provide solutions that meet or exceed the
quality of national brand products at a better value.
Archer Farms leads the industry with innovative premium offerings,
and we offer exceptional value with Market Pantry. We also continue
to expand Choxie, our premium chocolate brand that satisfies
guests with even the most discriminating palates.
In addition to food, our owned-brand apparel and home collections
set us apart from other retailers. We deliver exceptional quality and
great design with brands like Merona, Xhilaration, Target Home
and Room Essentials.
In pharmacy and commodities, guests can locate our Target
brand products right next to the national brands, allowing our busy
guests to easily compare our great quality, assortment and price.
Uniquely Innovative
From local events, such as fireworks displays, to national opportunities
like film festival sponsorships and pop-up stores, our goal is to
present our brand in an unexpected way, building equity and
deepening loyalty with our guests and the communities we serve.
Each week, guests in more than 53 million households read our
weekly circular, which reinforces our Expect More. Pay Less. brand
promise and drives increased traffic to our stores and Target.com.
In addition, we continue to expand the use of new formats, including
e-mail and online versions of the circular.
At Target.com, the services we offer our guests help differentiate
our brand from other online retail sites. Recently, we added several
new features to engage our guests, making both their online and
in-store shopping experiences more enjoyable: