Less reading, more buying

Alot of creative energy is being expended on in-store communications at Target these days as the retailer intensifies efforts around the “pay less” aspect of its brand promise. Extensive signing in the softlines and accessories areas of the store show how Target is using quirky and clever slogans to demonstrate value in a manner that is classic Target. For example, in the junior’s department signing features the phrase, “more trendy, less spendy,” while the nearby accessories area touts, “a gem of a deal.” In lingerie and sleepwear the messages are, “give high prices the slip,” and “get a good night’s savings.” Target understandably dropped the cutesy approach in the men’s department where the message near jeans is, “low prices that won’t make you blue,” while active wear received the appropriately themed sports metaphor, “score points on a great deals.”