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Promotional Offensive Propels Target Into Holiday Season

Wednesday October 17th, 2012 - 12:05PM


Tory Burch Beverage Container

Target Corp. is attacking the holiday season from multiple angles, and now has announced that its product partnership with Neiman-Marcus is rolling with an array of home items included. Target followed yesterday’s Neiman-Marcus announcement by today revealing additional holiday initiatives, including an all-new Holiday Price Match, exclusive gift offerings and shoppable advertisements that should boost consumer shopping confidence, the company asserted.

The Target/Neiman Marcus collection features products developed with 24 members of the Council of Fashion Designers of America, the discounter related. The products will arrive at Target and Neiman Marcus stores by December 1, and will appear simultaneously on Target.com and NeimanMarcus.com. To recognize the holiday collection designers, Target and Neiman Marcus plan to donate $1 million to the CFDA, they noted.

Among the products emerging from the collaboration is a set of four Altuzarra Double Old Fashioned Glasses at $49.99, along with a coordinated drinks shaker at $49.99 and a serving tray at $79.99, as well as a Philip Crangi trinket box at $69.99 and picture frame at $49.99.

Other products debuting under the partnership include:

Target, having already expressed concern about Internet-based rivals that ignore MAP pricing, has expanded the scope of its Holiday Price Match policy, permitting shoppers to match select prices set by online competitors in its stores between November 1 and December 16. The company pointed out that qualifying online retailers include Amazon.com, Walmart.com, BestBuy.com and Toysrus.com. Target has extended the endgame for its holiday season Price Match Policy and expanded the initiative to Target.com. If a customer purchases a qualifying item at Target stores between November 1 and December 24, then finds it for less at Target.com or in a local competitor’s printed ad, Target will match that price.

On the loyalty program front, Target REDcard debit and credit card holders who make a purchase as of November 1 will receive an additional 30 days on the company’s existing return policy. The longer grace period applies to most REDcard purchases made in stores and at Target.com, the retailer said.

In addition to the items from the partnership with Neiman Marcus, Target customers can look for holiday goodies offered through the retailer’s exclusive gifting collection, which launches in stores and online on November 4. The gifting collection will cover more than 850 items selected from the array of Target product categories at prices ranging from $2 to $50, the company said. The collection features notable color combinations, such as red and purple, and cream and peach, with glittering elements meant to inspire gift giving. To drive home the holiday point, Target will display items in the collection on “gifting trees” throughout the store and at Target.com/Gift-Finder, it added.

To make digital shopping more convenient, Target has set up television spots, bus shelter ads and catalog pages so that consumers can use their mobile phones to send a text or scan a QR code. The retailer will begin releasing shoppable holiday advertising on November 7. The company also will provide free WiFi in its stores.

Target will run two distinct campaigns marketing campaigns for the holiday season, it stated.  One campaign— Dream Big. Save Bigger.— communicates the company’s holiday value proposition, the other— Target Deals Duet— focuses on promotions that will appear through year’s end.