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.
Christopher Durham
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