Retail store foot traffic is down this holiday season due to unseasonably warm weather but Target didn’t let that damper their holiday spirit! Last week, Target opened Wonderland - a 16,000 square foot pop-up holiday toy store and free playground for shoppers - in New York City’s Meatpacking District. Wonderland has features like a massive Lego pirate ship in a ball pit sea, a jumbo Etch-A-Sketch, and the Target mascot Bullseye!
Target's focus on experience-based shopping not only wows guests but more importantly tests how they react in a mixed environment of physical and digital shopping. Guests are given an RFID tag (similar to a personal barcode) to wear. When they see something they want, they simply scan the item to add it to their digital shopping list. When guests leave, they are able to purchase anything they've added to their list, no carts involved here!
This experience benefits Target in multiple ways. Target both makes money while people shop and gains valuable insight into their consumers' behavior. Guests will remember this unique experience and keep talking about it and Target long after they leave. You can visit Wonderland at 70 10th Avenue (at West 15th Street) until December 22nd.
Catch it while you can!