Mar 07

Target Stores & The Migros School of Retailing

Link to Target : About Target : Our Focus on Design

I must credit my wife for first mentioning this to me: the new Target Stores, and their focus on customer experience, take direct inspiration from the Swiss chain Migros, particularly in the area of store design and product merchandising.

 The telling clue was the recent announcement that Target is carrying Migros’ house- brand chocolate, Frey (in stores only). Once I picked up a large shipment of Frey chocolate, I felt right at home in the newly remodeled Redmond Target store, and starting humming Migros’ jingle. That’s when the revelation hit: Target is collaborating with Migros, and not just in the chocolate aisle.

The most obvious parallel is the color scheme, and it’s relentless application throughout the store: for Target it’s red/white, and for Migros orange/white. But there’s also a very Swiss sense of order and organization, and a consistency in visual merchandising that US stores rarely adopt on that scale (just visit your local department store). The brand selection is another giveaway: Target is carefully mixing mid-scale brand names with upscale house brands.

Next time I’m in Switzerland, I’ll check whether Migros is learning anything from Target. In the meantime, Migros could use some of Target’s advice on Web design…