A retail chains worst nightmare is consumers who come into their stores and check out their merchandise, but then use smartphone apps to shop for less expensive deals online. Businesses like Target, with low-end retail, are tired of people that seem to be customers coming in to their stores just to check out their products. Target plans to put a stop to this activity by increasing their business model quality and asking their vendors to make exclusive products not offered online. Target recently sent an urgent letter to their vendors urging them to create unique products that separate them from their competitors. It also entailed that Target would not be a showroom where consumers go to ‘window shop’ and then find those same products or similar items for a lot less online.
Getting together with certain specialty shops that offer limited edition merchandise on a rotating basis will hope to also offer a different experience for shoppers and Target customers. The main goal is to have products that are unique because the more commoditized a product is; the easier it is for consumers to find a cheaper version online. It is true that online stores such as Amazon seem to be running many retailers and stores out of business, but to also be affecting such low-end retail stores like Target can become worrying. Businesses like Amazon have great internet marketing that helps bring in consumers to their page and start shopping. To compete with these SEO experts, large stores like Target will have to start implementing new strategies and ideas so consumers won’t stop shopping at their stores. Target is looking to attain the same pricing that smaller, online-only retailers receive so they can start to compete with online stores like Amazon and survive.