Target Plays Easter Bunny with Exclusives

Target presented itself as the “One Hop Shop” for Easter needs in its seasonal campaign this year, dangling plenty of exclusive products for shoppers preparing for the Christian holiday.Serving as the promotional hub, the retailer's seasonal department was decked out with themed wall signs, in-line headers, ceiling mobiles and other P-O-P materials. Godiva Chocolatier Inc. and Mars Inc. each earned dedicated endcaps for their exclusive offerings: a chocolate bunny and Gems truffles from Godiva and white chocolate M&M's from Mars. Godiva, which also provided exclusive SKUs in 2011 (see "Target Serves Up ..." in Related Articles), supplied account-specific signage. Circular features supported.Circulars also spotlighted a number of toy exclusives, including Hasbro’s FurReal Friends Dizzy Dancers. Mattel Inc. provided a Spring Is In The Air game (based on Rovio Entertainment’s Angry Birds) and a Barbie princess doll carrying a bunny. The toy department contained multiple endcaps merchandising “$10 and under” items as basket fillers under headers with seasonal graphics. In the days leading up to Easter on April 8, Target also staged a “10 days of toys” sale that showcased a different deal each day. The offers were plugged in stores as well as on target.com.Basket-worthy DVDs were the focus in the electronics department. A “Hopping Good Movies” endcap depicted characters from Universal Pictures’ Hop, Twentieth Century Fox’s Alvin and the Chipmunks: Chipwrecked and Walt Disney Studios’ The Muppets. All three kids' films were released on home video in late March, and each ran a brand showcase on target.com. A March 18 circular feature promised an exclusive six-episode sampler DVD of The Muppet Show with purchase of The Muppets on Blu-ray disc and wearable bunny ears with purchase of an exclusive Hop combo pack (comprising Blu-ray disc, DVD and digital versions). Disney additionally supplied a half-pallet (deployed as an upfront endcap) presenting various home videos as “The Perfect Easter Gift.”With an increasing number of stores offering P-Fresh food departments (see "Target Gains ..."), Target also spotlighted items for Easter feasts with themed display and cooler headers. The retailer ran a stand-alone insert on April 1 plugging fresh groceries as “a basket full of Easter Savings” while promoting private labels Archer Farms and Market Pantry and national brands including Sara Lee Corp.’s Jimmy Dean, Kraft Foods’ Oscar Mayer and Planters, General Mills’ Green Giant and Frito-Lay’s Cheetos. Regional radio spots supported the food emphasis.In the days before Easter, Target’s home page carousel ad proclaimed, “let the Easter egg hunt begin.” Visitors who clicked on a golden egg were sent to coupons for such brands as Godiva, Just Born’s Peeps, Lego Group's Lego, and Mars’ Starburst, Life Savers and M&M’s. Meanwhile, Kellogg Co.’s showcase delivered a recipe for “hidden surprise Easter eggs” utilizing M&M’s and Kellogg’s Rice Krispies.Elsewhere, a March 18 circular feature and an April 4 email blast directed consumers online to a “Spring At Play” catalog carrying more than $70 in coupons for kids' products to “build a bigger, better basket.” Among other items, the catalog promoted private-label products such as Circo bedding and new Spritz circus-themed party supplies, as well as exclusives including Fisher-Price’s Imaginext Samurai & Ninja action figure pack (in a feature touting the “$10 and under” price point).Alongside Easter activity, Target’s seasonal area also made room for patio furniture and other outdoor needs as part of the retailer’s yearly springtime merchandising program.Prior to the Easter campaign, Target's Valentine’s Day effort exhibited similar tactics that also included exclusive products from M&M’s and Godiva. The retailer recently asked suppliers for more exclusives, a strategy it hopes will keep shoppers loyal. (See "Target Wants More ...")

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