In a further effort to differentiate from its online rivals (Wal-Mart, Amazon, BestBuy) and combat showrooming by having products that can’t be bought elsewhere online, Target has just made 6 new brands exclusive to its online store. This move follows another bold decision by the retailer only earlier this month to offer its customers a year-round online price match. This only shows Target’s ongoing committment to tapping into the ever increasing online shopping uptake as well as its determination to protect its customer base from other online retailers and keep its customers coming back for more as much as possible.
Australian retailers may want to take a page from this retailer’s approach but also other US retailers (check out Walmart’s response to showrooming) on how to grow online sales.
Personally I am a huge fan of both Walmart and Target’s agile approach in the online shopping space – given their size, their ability to quikcly respond to and embrace consumer behaviour changes is to be commended.