We learn in the field, not in the shop talking to ourselves.  Hadn’t made a recent junket to Target and I wanted to see how their reputation for great design and customer experience was working these days.  I waited until after the Christmas rush and ventured in.  My specific mission was to obtain one of those water filtering pitchers.  The results surprised me.

It looks like Target is trying to turn into Sam’s Club.  I had not seen this before and was frankly, stunned.  Why would I go “club shopping” at Target with their limited array vs. the real deal of merchandise stacked to the ceiling?  This looks lame and undermines the brand image they have worked so hard to craft, even in this time of non-conspicuous consumption.

The reason I was in the market for a water system was simple:  the need for a cool, cleaner glass of water to quench my thirst.  All the advertising said I could accomplish that lofty goal by buying one of their “systems”.  All I wanted from Target was a clear, concise and quick water system buying experience.   The sign said “clean water, cool savings” so at first glance this seemed simple.  They assured me that I could get “purified water your way.”  But, then I actually tried to comparison shop options you see on the shelf.  It was impossible to do it.  All I got were price points and no comparison information, other than the various claims on the boxes.  After about ten minutes, I decided to pass on the purchase and go online.

It seems to me that merchants like Target continue to be their own worst enemies.  If you spend money to drive a non-customer in (me), how about at least delivering on our most minimal expectations?

Blue Ocean Strategy means raising and creating new value.  Looks like Target’s got a lot of work to do to fulfill that mission.