Work

As Target merged two categories into one business unit, they needed a vision for how this change should come to life for guests. To help them find it, my team at Zeus Jones deconstructed and analyzed the entire household essentials shopping journey—from the second people realize they’re almost out of toilet paper or shampoo, to when they’re loading up their cart or picking up their drive-up order.

Using insights we gained from in-depth competitive and cultural research, guest interviews and store mapping, we created an internal experience brief. This brief armed Target teams with an experience principles framework, as well as potential online, in-store, drive-up and in-app messaging and activations. It all helped Target ensure that guests’ needs are met while they plan and shop for their households.