Target launched off its first new stores in Canada this month. As expected, Target is experiencing heavy demand from new Canadian consumers who are curious and eager to visit the newly opened Target stores. One of the customers who visited the newly opened store says, “80% of the racks were empty and hooks in the change rooms were already ripped out of the wall”(Shaw). Continuing its successful marketing strategy prior to opening, as Tracy summarized in her blog’s post “Target Meets Canada”, Target used product placement as one of its promotional strategy at its opening event in Toronto, by inviting famous celebrities to the launch party and have them say “I love Target!”. See video.

Also, in addition, Target went hand-in-hand with Roots, the beloved clothing brand of Canada, to initiate a cross-promotional strategy to further reach into the Canadian consumers. With Root’s already existing brand value, especially favoured by those with patriotism and preference towards national products, Target will certainly gain potential to compete against its rivals, such as Walmart and The Bay.

From its beginning, Target prepared for its launching in Canada with great effort and energy by conducting extensive market researches on Canadian market and having pre-opening promotional strategies, such as pervasive marketing. Even post-opening and also for its future new openings throughout Canada, Target is armed with perfect gears to win the hearts of Canadian consumers. There is only excitement left for Target’s future parade down the streets of Canada.

Sources:

Shaw, Hollie. “‘We definitely were slammed’: Target hoping new store openings will ease inventory issues”. Financial Post. Retrieved from <http://business.financialpost.com/2013/03/18/we-definitely-were-slammed-target-hoping-new-store-openings-will-ease-inventory-issues/>.