Targets Ultimate April Fools Day

Target Fanny basketApril Fools’ Day has come and gone with plenty of faux products and announcements but few as self aware and fun as Target’s parodic “announcement” of the FannyBasket which was less about making you LOL and entirely about making one point very clear: the retailer knows no boundaries when it comes to innovation, whether it’s a new marketing campaign or creating a design-meets-digital playground in the heart of New York City.

In theory, the FannyBasket falls right in line with Target’s customer-centric objectives. But what is the Target Innovation Laboratory up to in real life? According to their official blog “A Bullseye View” here is a snapshot of things to come:

  • A new growth initiatives team has been established to identify, evaluate and concept new products, services and platforms.
  • A new project that helps entrepreneurs invent new technologies in the Internet of Things space will soon be unveiled.
  • To better reach Target’s tech-savvy shoppers, plans to integrate digital into every aspect of the guest experience are underway: Location-based technology? Check! Cloud-enabled technology? Stay tuned!
  • And for all of you who were excited about the basket’s special mobile phone holder? The idea to add a mobile phone holder to Target’s iconic red carts is being explored.

Clearly, a lot of cool things are coming your way. Some of them may never see the light of day, others have the potential to be total game changers. Let’s hope they are the foundation of what makes Private Brand at Target unique.



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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.