Localization & Personalization
Overview
Merging cultural insight with customer demand to uncover hidden market opportunities
The project aimed to address inefficiencies in Target’s nationally managed assortment planning by introducing localized merchandise strategies, particularly in culturally unique and high-tourism areas like Hawaii and stores near tourist attractions. The goal was to reflect local culture, meet specific customer needs, and capitalize on untapped market potential through tailored product assortments.
industry
Retail
services provided
Research
Executive Facilitation
Solution Design & Pilot
the details
Leveraged insights to source culturally relevant products with local vendors, tailored to each store’s unique environment.
The initiative began with in-depth research across 105 stores to understand local customer preferences and identify opportunities for localized assortments. Based on these insights, I partnered with small vendors and local makers to source culturally relevant items, including both seasonal and year-round products tailored to specific store environments. Additionally, we collaborated with our national vendors to secure climate-appropriate apparel year-round at favorable margins. This approach resulted in boutique-like store experiences, with unique layouts, local vendor highlights, and assortments designed to resonate with each store’s community and visitors.
Generated $25 million in annual sales, reflecting a 15% year-over-year growth in our first year.
Achieved a 40% portfolio growth from project initiation to handoff over three years
Created boutique-style store formats with localized floor plans and product assortments
Strengthened relationships with local vendors, enhancing Target’s cultural relevance and customer engagement
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