On Target

Not long ago, a MarketingProfs colleague went to Target for some laundry detergent and toothpaste. Because he only wanted two things—both easily carried to the register—he sailed right past the array of shopping carts and hand baskets located near the store's entrance. As often happens while shopping at Target, he noticed other products he could use, and soon found himself juggling a number of items.

When it started to get unmanageable, our colleague began to debate whether he should return to the front of the store for a cart, or ditch the extra stuff and get it later—perhaps at another store he planned to visit in the afternoon.

Just then, however, he glanced down and saw a small stack of hand baskets conveniently located in an aisle filled with the smaller items he was trying to carry. He took one, did some more shopping and wound up making a purchase that was four times the amount he initially planned to spend.

It's a good reminder to think about how your customers shop, and to consider the impediments they might encounter between selecting a product or service and completing the sale. If you reduce their effort, you'll in all likelihood increase your bottom line.

Making it easy for your customers to give you their money is essential Marketing Inspiration. Target's stylish campaigns, well-stocked aisles and good value got him into the store—but all it took was a simple rack of hand baskets to impress him with a thoughtful touch and quadruple the size of a sale.