Dive Brief:
- Target announced a digital holiday kids catalog that features hundreds of products and creates an interactive experience where users can watch demonstrations and video reviews, according to a Monday release.
- Shoppers can double-tap an item to save it to a wish list or add it directly to their online cart. Wish lists can then be shared.
- The retailer has debuted a list-scanner feature that connects its physical and digital catalogs. Shoppers can scan a handwritten list created from the print catalog and transform it into a digital list in the Target app.
Dive Insight:
Target is ready to take the traditional holiday catalog and make it an immersive, digital experience.
The catalog features around 500 toys, games and gifts. Additionally, each page of the retailer’s physical catalog has a unique QR code that can be scanned. Shoppers will then be directed to a corresponding page in the digital catalog.
This year’s holiday kids catalog is the “most expansive” yet, per the company.
Target on Monday also released its “Bullseye’s Top Toys List,” featuring a collection of 50 products curated by the retailer’s merchants. Over half of the items, and more than 20% of the retailer’s overall toy assortment, are exclusive to Target.
Products from the top toys list will be featured online and in stores with curated displays organized by age, interest and play style.
The retailer is also highlighting value this year. The holiday catalog highlights “affordable favorites” and prices that start at around $5. Target’s overall toy assortment includes over 1,000 products under $10.
The retailer last week announced it is reducing prices on about 2,000 home, apparel and accessories products. The company previously reduced prices on around 3,000 products this spring.
Those price drops, and an emphasis on affordability, come as shoppers are increasingly price-conscious as they expect the cost of gifts and other seasonal items to increase this holiday season.
Target has been focused on regaining merchandising authority as the company undergoes a turnaround. In its latest quarter, net sales grew 5.3% year over year to $26.5 billion, while net earnings increased over 100% to nearly $1.9 billion
