On Target: How the World's Hottest Retailer Hit a Bull's-Eye

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9780471667292: On Target: How the World's Hottest Retailer Hit a Bull's-Eye
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The first behind-the-scenes look at the stunning success of America's hippest discount retailer

Founded in 1962 by Minnesota-based department store Dayton's, Target has grown to become America's second most profitable retailer behind Wal-Mart. On Target is the first in-depth look at the business leaders and strategies that made Target such a runaway success. The company's easily recognizable red-and-white logo, youthful television advertisements, and upscale partnerships-with designers like Michael Graves, Mossimo, and Todd Oldham-have not only removed the stigma traditionally attached to discount store shopping, but actually made it hip to be frugal. In the process, the company has cemented its place as the favorite discount retailer of middle- and upper-income families across the country. In On Target, award-winning business journalist Laura Rowley examines the methods and the success of the company from its shrewd merchandising strategy to its clever marketing campaigns, ingenious branding effort, and extensive philanthropy . An excellent education in how to beat the competition even in a crowded and weak retail market, Target's story details the history and incredible success of a unique company and an enticing, unmistakable brand. Both insightful and entertaining, On Target offers important business lessons for executives and managers in need of a bull's-eye.

Laura Rowley (Maplewood, NJ) is an award-winning television, radio, and print journalist specializing in business reporting. She is the personal finance and career columnist for Self magazine and has also been published in The New York Times, Parents, and Newsweek. As a reporter and producer for CNN in New York, she reported on air for Your Money and Business Unusual, and produced live programs for CNNfn. She has also appeared on Good Morning America, Oxygen Media, and CNBC.

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From the Inside Flap:

"When I go into a competitor’s store, I have this uncontrollable urge to get whatever I need and get the heck out. With Target it’s more like, ‘Stick around for a while, relax.’"
–Target customer

If you’ve ever shopped at Target you’ve probably felt the same way, roaming the aisles for an hour or two, enjoying the great merchandise, clean environment, and impeccable customer service. But low prices and quality products aren’t the only factors that distinguish Target from its competition. It’s the "human touch"–which almost all other discount stores lack today–that draws people back to Target time and again.

Founded in 1962 by Minnesota-based department store Dayton’s, Target exploded in popularity during the mid-1990s and continues its success today. For over four decades, through its edgy products, innovative store designs, memorable image campaigns, and remarkably generous philanthropy, Target–the discount chain with the trademark bull’s-eye–has developed a cult-like following among American shoppers. With exclusive merchandising partnerships with designers such as Michael Graves, Mossimo, and Todd Oldham, "Tar-zhay," as some like to refer to one of America’s most profitable retailers, has made it hip to be spare by selling bargains and cachet.

In On Target, award-winning business journalist Laura Rowley skillfully uncovers–through vivid firsthand stories, candid interviews, and in-depth research–the strategies, motivations, and leaders behind the Target phenomenon, and examines how they have led to such runaway success. You’ll go behind the cash registers and down the aisles as Rowley takes a close look at:

  • How the seeds for Target’s culture were planted in its unique retail history
  • How Target reinvented the discount store concept, carving a niche that would allow it to thrive even in the shadow of industry giant Wal-Mart
  • How Target’s best practices in management, merchandising, marketing, operations, and corporate giving have combined to make it one of the most successful retailers of the new millennium

On Target is the first behind-the-scenes look at the stunning success of America’s hippest discount retailer. Both insightful and entertaining, On Target offers a rare glimpse into a company that closed the gap between quality and cost–and in doing so created a concept that hit the bull’s-eye.

From the Back Cover:

Praise For On Target

"A retailing dynasty, spanning a century and four generations, and still a hot-shot winner: that makes fascinating reading. Throw in legendary names, bare-knuckle business battles, and the discount wars, and you have a textbook that reads like a novel. On Target is a winner itself."
–— Stuart Varney, Contributor, FOX News Network

"An enlightening look at the history and culture of the Target Corporation, with compelling management lessons for all retailers."
–— Kevin Kelleher, Chief Financial Officer, Sony Music Entertainment

"On Target is the perfect book to read for inspiration on how to connect with the American consumer. It is an insightful study of a successful corporation and what made it that way. The book will become the ‘bible’ for a generation that wants to understand their own spending habits or tap into the culture of American retailing. Rowley artfully gets behind the business decisions that keep Target’s products ahead of the curve and connecting emotionally with its customers. For anyone who considers themselves a creative, marketing, or innovative thinker, this is a rich read indeed."
–— Lucy Danziger, Editor in Chief, Self magazine

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