Target is well known for its strong offering of internal brands, particularly its regular collaborations with top national and international fashion and home designers.
Like most retailers, Target’s ecommerce goals for these special brand projects are to offer compelling product descriptions that illustrate both the value of the overall collection and the benefits of each individual product to fuel guest excitement, help increase sales conversion rates and maximize return on investment (ROI) via higher sell through rates.
I designed and implemented a new product description messaging strategy intended to enhance the online shopping experience, increase the collection’s perceived value and inspire the guest by bringing the products to life through crisp copy that struck a balance between listing a product’s features and describing how good it would feel to own it - bringing the product off the screen and into the guest’s imagination.
