Reader Warning - Risque subject matter follows -
American Retail is a fascinating subject that could fill blogs. Esp if interested party is a student of how the marketing machinery works and how customers react to it. Many has been written, said and expounded on in papers to thesis to actual degrees being awarded on the subject of retailing.
Mine are merely casual observations on the subject as I see them -
So back to Aisle 1.
All stores in America are run like organized operations with laser like focus to get the maximum traction (i.e. basket size) from the passing gentry. At least the owners of this retail operation would like to see gentry - with some amounts of disposable cash that they will share with them.
What to sell and how is closely watched, dissected and executed that will ultimately drive high inventory turns and smooth traffic flow while servicing the consumer.
So when I recently decided to take my usual walk (not to buy but to observe) I decided to do so at Target. It has been a subject of much criticism and mud slinging because their key system - that which processes cardholder payment information was hacked. It is a large department store and tries to provide 90% of what you may need for day to day survival. It was unfortunately a victim of a crime. To some extent there is blame to go around with how as a company their readiness could have been better but you cannot police everyone.
I for one like this store compared to their competition. So some observations about Target -
1. They have a clean look - bright white tiles with clearly marked aisles - bright fluorescent lights and plenty of red shirts to answer your questions or guide you to your destination or item.
2. Aisle 1 is fascinating - you can walk into a store - and take a left - most stores try to mimic the same layout for ease of access - and bam - you are presented with a choice of condoms - right next to the cough syrup and headache pills or ENT treatments.
This is interesting. You have one item that prevents you from getting a virus (HIV), the other you take when you have been hit with a virus (a common one). Both items might come in cherry flavor or even cranberry for Thanksgiving.
Devices or meds for every orifice - seems to be the goal of Aisle 1.
Other aisles now have started getting updated with more organic or natural ingredients to satisfy the cravings of the genteeler of the gentry that have discovered yoga or suddenly realized that they need to take care of their earth.
I for one have been very happy with the highly chemically formulated content being sold in plastic containers from that which I consume (high fructose corn syrup comes to mind) to that which I use externally (detergents and bug killing liquids).
Target tries to service a wide audience and I applaud their efforts to build a loyal brand following, which in turn rakes in more revenue.
Milk is somewhere in the 20s aisle - in a refrigerator on the far wall - idea being you get dragged past other attractions in bright containers before you reach the white stuff and may be inclined to pick up that groovy lamp shade or a higher mark up item in the jewelry cabinet.
As I proceed with my walk I notice traffic is down, part because of the recent hack and people suddenly and incorrectly getting paranoid about their financial security. I suspect it is not the hack but their general financial being outside of Target that may be worth worrying about.
As the customer returns home - he or she (there are a lot of she shoppers at this brand than he - I think) can then proudly proclaim that they snagged something nice for the couch while also scoring their 1% organic milk... oh by the way honey - we are doing Grape Tonite!
American Retail is a fascinating subject that could fill blogs. Esp if interested party is a student of how the marketing machinery works and how customers react to it. Many has been written, said and expounded on in papers to thesis to actual degrees being awarded on the subject of retailing.
Mine are merely casual observations on the subject as I see them -
So back to Aisle 1.
All stores in America are run like organized operations with laser like focus to get the maximum traction (i.e. basket size) from the passing gentry. At least the owners of this retail operation would like to see gentry - with some amounts of disposable cash that they will share with them.
What to sell and how is closely watched, dissected and executed that will ultimately drive high inventory turns and smooth traffic flow while servicing the consumer.
So when I recently decided to take my usual walk (not to buy but to observe) I decided to do so at Target. It has been a subject of much criticism and mud slinging because their key system - that which processes cardholder payment information was hacked. It is a large department store and tries to provide 90% of what you may need for day to day survival. It was unfortunately a victim of a crime. To some extent there is blame to go around with how as a company their readiness could have been better but you cannot police everyone.
I for one like this store compared to their competition. So some observations about Target -
1. They have a clean look - bright white tiles with clearly marked aisles - bright fluorescent lights and plenty of red shirts to answer your questions or guide you to your destination or item.
2. Aisle 1 is fascinating - you can walk into a store - and take a left - most stores try to mimic the same layout for ease of access - and bam - you are presented with a choice of condoms - right next to the cough syrup and headache pills or ENT treatments.
This is interesting. You have one item that prevents you from getting a virus (HIV), the other you take when you have been hit with a virus (a common one). Both items might come in cherry flavor or even cranberry for Thanksgiving.
Devices or meds for every orifice - seems to be the goal of Aisle 1.
Other aisles now have started getting updated with more organic or natural ingredients to satisfy the cravings of the genteeler of the gentry that have discovered yoga or suddenly realized that they need to take care of their earth.
I for one have been very happy with the highly chemically formulated content being sold in plastic containers from that which I consume (high fructose corn syrup comes to mind) to that which I use externally (detergents and bug killing liquids).
Target tries to service a wide audience and I applaud their efforts to build a loyal brand following, which in turn rakes in more revenue.
Milk is somewhere in the 20s aisle - in a refrigerator on the far wall - idea being you get dragged past other attractions in bright containers before you reach the white stuff and may be inclined to pick up that groovy lamp shade or a higher mark up item in the jewelry cabinet.
As I proceed with my walk I notice traffic is down, part because of the recent hack and people suddenly and incorrectly getting paranoid about their financial security. I suspect it is not the hack but their general financial being outside of Target that may be worth worrying about.
As the customer returns home - he or she (there are a lot of she shoppers at this brand than he - I think) can then proudly proclaim that they snagged something nice for the couch while also scoring their 1% organic milk... oh by the way honey - we are doing Grape Tonite!
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