On 26 August Target announced Target Beauty Studio, which opened on 10 September in more than 600 American stores and on Target.com. It holds over 1,600 products from 90 prestige, emerging and global brands, and more than two thirds of them have never been sold at Target before. The space takes over from the Ulta Beauty shop-in-shop that the two chains agreed last year not to renew.
The expensive part is not the assortment. Target has put dedicated Beauty Advisors in their own uniforms on the floor to give personal recommendations, added product testing and built a centre table where one brand at a time is presented and sampled. A discount chain that spent years moving staff away from the aisles is now buying the thing a specialty shop sells: someone standing there who knows the products.
So…:
Where in your own offer would a person standing ready change what the customer buys?
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