CRUNCHY NUGGETS: It’s no secret that I’m a fan of Target. And so when I see something new and interesting (from a marketing perspective, of course) about Target, I feel the need to share. That feeling came to me this past Sunday as I browsed through their latest circular. On the back page was a big banner: “Bullseye Bodega.” Now, I live in a town where there is a nice-sized Hispanic population. And there are active bodegas in town. So here I am…looking at the circular…taking it to an ethnic place, looking for Goya products and the like. When really, it’s just Target’s way of defining “one-stop-shop.” Like a real bodega. Of course, I had to do a little homework around how they arrived at this concept. Here is what I found:
- In 2008, the Target Bodega was the name of a pop-up shop concept. Four designers were selected and they literally took over small, ethnic, urban grocery stores in Boston and NYC to showcase and sell their clothing, accessories, and beauty products. But they treated it like a real bodega, with the products living along side of produce and canned goods, and various other sundries. Jump ahead to a more mainstream version and…
- At the beginning of January (i.e., now), Target typically runs a stock-up sale on household items, bulk items, family-sized items, bonus packs. They used to call it the “Great Save Event.” It’s now the “store-within-a-store” concept…i.e., the Bulleyes Bodega. Again, it’s a one-stop-shop in Target to find what you need for your family.
- This concept goes a tech step further this year, as you can go to the Target web site and print out additional savings; or you can text BODEGA to 827438 in order to score mobile coupons.
- The program has social spread as it’s supported on Facebook, e.g.: “Find the stuff you need & things you want at brag-worthy prices.” And to be honest, I found much of the explanation about this event through blogs. Particularly coupon and savings bloggers who just love to share good deals.
To me, it’s an interesting creative messaging spin on a stock-up, store within a store sale. Again, I couldn’t find any specific Hispanic angle to it, coming from Target. But I assume if Minneapolis (Target’s hometown) knows bodegas, so should most of the US. And maybe my reaction was a little to hometown biased. “Bodega” is certainly more breakthrough than “stock up sale,” or the former “great save event.” In any case…I also, by the way, thought it was interesting how many Target-following bloggers are out there, too. Folks who write out what’s going on with this company. What do you think? Is the word “bodega” a surprise to you, too? TASTY TREND: Retailers Rule
