Targeting New Divisions and Product Placements
With O’Keeffe’s, we started by highlighting how Target was struggling to understand the brand’s ideal place given the diversity of its offerings. After intense planning and preparation, we narrowed our focus to O’Keeffe’s therapeutic skincare products and demonstrated to Target how pivotal the brand was to its assortment. That effort quickly gained O’Keeffe’s a greater distribution in the space throughout the fall and winter of 2016. In the wake of that success, Target now leans on the brand for secondary space opportunities, both sidecap and checklane, appreciating how it drives the category share.
For Gorilla Glue, we realized that it would never thrive in the hardware space, which was limited due to the lack of resources that department receives. We saw a clear path for growth—as long as we could expand Gorilla Glue beyond home repair. Our bullseye? The crafting area within Target’s stationery division. We presented the story of the brand’s incredible marketing efforts over the past year and the resulting explosion in consumer awareness and conversion. In addition, we showed Target the incremental growth the brand has produced for Wal-Mart, Home Depot, and other retailers that position its products in multiple areas. Target agreed with our approach, adding several Gorilla Glue items to the crafting assortment for 2018.