Target
A digital endcap for whatever was new, next and now at Target.
Selected work from a formative five-year chapter building the team and experience vision for Target.com while connecting digital merchandising to the in-store guest experience.
The situation.
Target’s guests wanted a fast way to discover what was new, while the retailer continually needed fresh ways to merchandise new products and ideas.
The broader organizational challenge was to connect a still-siloed digital experience with the physical store and the brand’s established Design for All point of view.
The idea.
Create New at Target as a weekly digital endcap: a fast, friendly destination designed to make guests curious enough to return every week and see what was happening at Targét.
Weekly editorial merchandising
Product discovery
A fresh theme every week
Target.com experience system
Digital merchandising
Extending Design for All into digital
What changed.
The experience turned weekly newness into a repeatable editorial and merchandising system. It also created a premium placement opportunity for brands across Target.com and Target stores.
The result.
Established a recurring destination for weekly product discovery.
Created an additional premium merchandising opportunity for participating brands.