NEW YORK — Manhattan still doesn’t have a Target, but it will soon have a Target-To-Go.
This story first appeared in the December 3, 2009 issue of WWD. Subscribe Today.
Target-To-Go, at Gansevoort and Washington Streets at the entrance of the High Line, isn’t a store or technically even a pop-up shop. It’s a facade and only a facade, with a list of different products to choose from, much like a menu. And like fast food outlets, shoppers will request products by number at the ordering window, saying, for example, “I’ll have a number two.” They will then go to another window to pick up their purchases, which will be wrapped and ready to be placed under the tree.
Target To-Go will run from Dec. 11 to 13, operating between the hours of 10 a.m. and 8 p.m.
Similar Target-To-Go events will be held at Mint Plaza in San Francisco, and Georgetown in Washington D.C., “areas where you’re not in close proximity to a Target store,” said a Target spokesman. “It’s where people are starved for time and trying to make the most of their budgets.”
Target-To-Go will offer 50 gifts, ranging in price from 99 cents for a clear teardrop dangle ornament, to $249.99 for a Sony PSP Go. The assortment will include the season’s hottest toys, gadgets, home decor, beauty and fashion. In terms of designer offerings, there will be Marcel Wanders for Target gift wrap, beauty products from Sonia Kashuk and limited pieces of Rodarte for Target, the retailer’s latest Go International designer hookup. The Rodarte items, including a sequined ribcage dress, black halter dress, coral slip dress and assorted bow belts will be available a week before the collection hits Target stores nationwide on Dec. 20.
“This holiday, we wanted to give our urban markets a little slice of Target,” said Shawn Gensch, vice president of marketing at Target. “We’re always trying to reach our guests in new and interesting ways, and Target To-Go gives city dwellers a joyful, convenient and affordable holiday shopping experience.”
Consumers in New York who spend more than $100 will receive same-day free delivery service between Battery Park to 99th Street. Beginning on Dec. 11, Target will place 500 oversize gift tags in each of the To-Go cities. For each tag returned to the Target To-Go location, a consumer will get a gift card worth between $10 and $500, and Target will donate $100 to the Salvation Army. One customer will get a $500 gift card, and Target will donate $500 to The Salvation Army. Target will give families in need, selected in each city by the Salvation Army, a $100 Target gift card. The spokesman said Target will be sending news alerts and tweeting in each city, leaving hints and clues. “We’re exploring new marketing outreach to generate excitement,” he said.
Target is considered a pioneer of pop-up and temporary shops. In 2002, the retailer tied a 220-foot barge with bull’s-eye-shaped boughs to a pier in the Hudson River, selling a limited selection of merchandise from the floating store for two weeks.
“This is our latest twist on the pop-up store concept,” the spokesman said. “Other retailers are employing pop-ups more and more, and the onus is on us to make sure our efforts are unique.”