What’s in this article:
- Target’s collab with plant enthusiast, Hilton Carter is coming to select stores May 14 2021
- This move makes sense as lockdowns increase people’s interest in making their homes more comfortable and visually appealing
- Target is showing that it is trying to accommodate customers who are not using a smartphone who still want tools to visualize pieces in their rooms
Target just announced a collaboration with plant enthusiast and interior stylist Hilton Carter coming to select stores May 14 2021, though marketing for it and emails to Target subscribers already went out April 27 as illustrated below.
Target does want to play up some urgency for interested customers. Hilton Carter for Target is not described as a permanent collect but as being available only “while supplies last.”
In the company’s description, Jill Sando, Executive Vice President and Chief Merchandising Officer at Target, explained why this move made sense when lockdowns increased people’s interest in making their homes more comfortable and visually appealing:
“As people have spent more time at home over the past year, our guests are increasingly looking for ways to add more comfort and personality to their surroundings. Searches for plants on Target.com have increased by more than 300% over the last year – a clear indicator that guests want to bring some of the outdoors inside to brighten up their space.”
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Carter echoed that sentiment, saying, “My interest in plants started out as purely practical and a desire to create a space for myself that I would enjoy. I am thrilled to have the opportunity to inspire Target guests to bring the outdoors in and create a space that allows them to flourish.”
If you’re the type of person whose plants never flourish but wither into lifelessness, not to worry. The collection includes faux plants that will remain evergreen, no matter what you do.
What really caught my eye in the email ad was not the featured plants but the part in the corner about the augmented reality app. It’s designed to make it simple to picture a piece of furniture, decor, or a plant within your home.
This kind of technology has already been on offer from retailers like Ikea. But Target takes this one step further and offers an alternative to the app for customers who don’t want to go the smartphone route:
Granted, the example that Target shows indicates a fundamental flaw in this solution; the item in question is on a different scale than the rest of the room. That chair in front dwarfs the other furniture in the room. That’s probably why it includes the actual dimensions to remind you that it’s now as big as it looks.
So, this solution could use a bit of work. But it’s still a nice idea for Target to show that it is trying to accommodate customers who are not using a smartphone who still want tools to visualize pieces in their rooms.
I also have to say that the room shown would really benefit from some plant decor. I do like gray color schemes, but the cool, spareness could use a touch of personality coming through plants, even faux ones.