2016 Target Halloween Seasonal and Overhead Signage ObjectiveSuccess

2016 Target Halloween Seasonal and Overhead Signage

Objective/Success GNC was selected to provide the Instore Marketing Solutions for Target for the Halloween 2016 store displays and signage. This consisted of large and extremely intricate overhead signage, rear seasonal and mini-seasonal displays, endcap and gondola signage, and also included several new elements, specifically, end cap focals (shown) which Target desired to have the ability for reuse over the Holiday season. The entire set has been viewed as a success, and the feedback has been extremely positive. Because of our performance through the prototyping process, GNC was awarded the rear seasonal for Holiday along with a significant portion of the overheads in the store, an opportunity that we had not previously had.

What insights were used to determine the solution? Target has refocused back to the goal of providing their guests products that are differentiated from other items available at retail and online. The Halloween 2016 seasonal area highlighted these décor parts. GNC was tasked with providing compelling presentation methods for the displays that put the focus on the merchandise. Unlike most retail displays, displays for Target require the coordination of multiple-product line, multiple-vendor product presentation. This can be most certainly be seen with the Halloween 2016 seasonal. Additionally, Target has identified that their guest desire the ability to find complimentary product within easy reach of product being purchased. This required us to get very creative in cell sizes and bin (PETG, corrugated, riser table) types.

Differentiation As previously stated several things make these specific displays for Holiday unique to Target: 1) Multiple product vendor, multiple sku, multiple product line intermixed within an area, requiring shared multipurpose displays. 2) A significant participation in overhead signage. 3) For the first time, multi-season displays that will allow for “repurposing” of the display as a semi-permanent, multi-holiday solution. Target allows for a liberal use of material to meet their safety, merchandising and marketing requirements. The Halloween displays go up on the day after Labor Day and are pulled down on November 1. Our modular design allows consolidation of the seasonal areas as merchandise is sold through, as it is not, in most cases, restocked.

Clear Compelling Message • Target put the focus back on “Fright Done Right” and our overhead signage messaged this to the guests throughout the store utilizing whimsical Halloween haunts. • There were a significant number of different products, and with the focus on additional décor being featured, it created a new challenge for GNC to accommodate the sheer volume, and in some cases, scale of product.

Message, Brand Equity and Attention • Target and GNC inundated the guest with multiple options throughout the store to be led towards the seasonal and miniseasonal areas. Between overhead signage and carefully placed auxiliary displays, the guest knew where to find the “Fright Done Right. ” • From a Brand Equity perspective, Target’s focus on Home Décor, due to Halloween Home Décor nearly rivaling Holiday put a focus on our displays and signage. Consumer spending on Halloween will approach over $7 Billion this year, making it second only to Christmas for consumer spending.