I love Target …

Testimonials were introduced this week to Target’s promotional efforts, as quotes from customers were used liberally throughout the retailer’s weekly circular. An unnamed customer in Chicago is credited with the, “I love Target,” comment that appeared on the cover above a selection of $18 Xhilaration, Mossimo and Merona brand dresses along with the quote, “…where I can get cute, trendy looks for a fraction of the prices.”

Equally adoring comments appeared 10 times throughout the 28-page piece in conjunction with the featured item or category. For example, Allie in Ohio said, “thank you Target for making fun, fashionable, inexpensive clothes.” Her comment appeared next to models wearing $14 bikinis. Someone who identified herself as Design with a Dime Diva in Maryland was quoted as saying, “Thanks…for giving hard-working people such as myself that designer flair.”

The use of testimonials adds an interesting new design element to the layout of the circular, but that’s about it, especially since the testimonials are entirely self serving and potential customers have no way to verify the authenticity of the comments. There are plenty of customers who love shopping at Target, but online testimonials offer a higher degree of credibility simply because shoppers have access to a broader selection of comments as opposed to those simply cheerleading for the brand.