Over many years Target has built a reputation for providing Australians with great quality and value as well as fun and lovable advertising. However, the store experience was falling far short.
In 2006 Davidson was asked to join ‘Team Target’, a group of specialist communications consultants led by the campaign palace, to help improve the store experience.
Our brief – put simply – was to ‘make the stores live the brand.’
Our approach was to create a memorable brand experience by engaging consumers’ five senses. Our journey began by traveling to Los Angeles with the Target executives to study world’s best practice. Then consumers were recruited to help define the Target sensory cues.
With these valuable insights defined, the Davidson team developed a range of concepts, the selected concept was brought to life by a digital fly-through, then two full-scale living prototypes were created in the chadstone and the glen stores. Once the Coles group executive leadership team signed off, we embarked on a three year rollout of the concept across the entire 308 store network.
The results were overwhelming
Positive consumer response,“…Bright, modern, stylish.” “…I love it!”
“…So much more fun and positive…” “…it just has more life…”
Positive store management response,“…I have seen a real change in my staff’s attitudes during the re-fit.” “Staff have actually been requesting to be transferred to the refurbished stores!”
And financially, “many revitalised stores experienced an uplift by as much as 20% plus.”