In-store Marketing, Environmental Design, Social
As Target geared up to remodel hundreds of stores nationwide, all sorts of communication challenges came to the fore — easing guests’ confusion during construction, building excitement for what’s to come and then getting throngs of shoppers in the door once complete. We teamed up with our friends at Target to do just that.
Before the dust started to fly, we walked the aisles in Target guests’ shoes — visiting remodels-in-progress and talking with guests and employees to ground ourselves in their real-world experiences.
Storewide signage highlighted by friendly illustrations shifted the narrative from the expected “pardon our dust” to “change is beautiful.”
Once each remodel was complete, we shared the news loudly and proudly, welcoming guests back to their happy place.
At the grand reopening for the Minneapolis flagship store, we covered the entrance with 16,000 balloons to celebrate the thousands of square feet of shopping bliss.
The event captured the imagination of local residents, downtown workers and passersby who shared their experiences in social.
For the flagship reopening, downtown street traffic got a taste of the action with free coffee and donuts, and an invitation to join the party.