Target Previews Threshold at Shopper Insights

The 12th Annual Shopper Insights In Action Conference in Chicago, Illinois ended this past Friday with presentations from two of the largest retailers in the world Walmart and Target and of course the ballroom was packed and ready to listen.

First up was Target with a presentation from Annie Zipfel, VP Owned Brands and Packaging who presented “Target’s Guest Insights-Owned Brand Success” a high-level strategic look at Target’s Private Brand processes, consumer insights and successes including Up&Up, Archer Farms and Room Essentials that included one of my favorite quotes of the conference, “We look at our owned brands (Private Brands) as assets.”

However the highlight of the presentation was a quick peak at Threshold – the new Private Brand set to replace the last brand to include the Target Bullseye – Target Home. The launch of Threshold in the next few months is sure to be one of the biggest stories of the year in the Private Brand world. Some quick photos snapped during the presentation

Then came the Walmart presentation from Martha Walsh, Director, Global Customer Insights, “Walmart’s Path-to-Purchase Through the Lens of Trip Type” in the presentation she detailed findings from path to purchase study & understanding shoppers from four trip types. Interestingly Walmart shoppers use their own value equation. Emotions, relationships and senses can often surpass stretching a dollar. So in the end if your brand builds a relationship with her and engages her emotionally she will see a value beyond price.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.