Score one for the PR department

Holiday shoppers were reminded that Target is on equal footing with Walmart when it comes to toy prices, thanks to an effective marketing and consumer communications initiative that unfolded last week. Recall there was an ad promoting toys that appeared in the center spread of Target’s circular on Sunday, Oct. 4, that announced, “save 25% or more.”

The mainstream media doesn’t pay much attention to retailers’ weekly circulars, but that situation changed by midweek when Target issued a press release calling attention to its pricing action and discounts of up to 50% on select items. Media outlets were quick to pick up on the “story,” and the sexy Target vs. Walmart angle, as Walmart had announced price cuts the week earlier. A Reuter’s headline proclaimed, “Target steps up holiday toy price war,” CNBC said, “Target slashes toy prices,” and an AP headline read, “Target cuts prices on toys as much as 50%.”

The company received tremendous favorable publicity that helped contribute to its ongoing efforts to convince price sensitive shoppers that it is competitive with other retailers, especially Walmart.

“We are confident that we have low prices every day,” said Tony Fisher, Target’s DMM over toys and sporting goods. “We continually shop the competition so our guests don’t have to, and the additional discounts will help our guests make the most of their budgets this holiday season.”