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Target Focuses on Customers, Target Exec Tells NRF Show

January 10, 2011
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Minneapolis, Minn.-based Target uses a customer-focused approach to make a wide range of its operating decisions, from deciding which private label products it offers to its new hire training, Shelley Hyytinen, vice president, merchandising process & system development, Target Corp., told attendees during her Sunday presentation at the National Retail Federation (NRF) show in New York.
 


Minneapolis, Minn.-based Target uses a customer-focused approach to make a wide range of its operating decisions, from deciding which private label products it offers to its new hire training, Shelley Hyytinen, vice president, merchandising process & system development, Target Corp., told attendees during her Sunday presentation at the National Retail Federation (NRF) show in New York.
 
 “Across several product lines, we believed there was an opportunity to focus on being more relevant to a segment of our guests who are passionate about living a healthy lifestyle,” Hyytinen said in giving one example of a customer segment Target ahs focused on. “It was our objective to increase our relevance with this particular segment and to become a destination for more of its wants and needs.”
 
Target planned to do this by tailoring its assortment in some product categories to meet consumer needs and expanding exposure to these products in stores with the most potential. At the product level, Target used technology from software supplier DemandTec to identify items within categories that sold well and those that didn’t sell well with this demographic.
 

Target has taken the same customer-centric approach with its food offerings, Hyytinen said.

In addition to DemandTec’s software, there are a multitude of technology tools that are making it easier for retailer’s to gain consumer insights and develop new private label products. PLBuyer’s 2011 Sourcebook, coming in February, will for the first time include a special report on retailing infrastructure, covering new technologies, store design and merchandising strategies.
 
For more coverage from the NRF show, click on the NRF rotator box in the upper right hand corner of our Web site.

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