Target, a U.S.-based retail giant, has amassed a cult-like following for its 45+ owned brands. It didn’t reach $109B in annual sales by just sticking to the status quo: Target has gone to great lengths to collect customer feedback at every turn.
In 2016, Target partnered with Lumenalta (formerly Clevertech) to develop Studio Connect™, a small private creative community that gave its guests a voice in co-creating Target’s line of products and brands.
“We created an always-on connection between our community members and teams in an effort to broaden our perspectives to ensure that our guests’ experiences with Target and our owned brands felt relevant,” says Stacy Adelmann, Target’s former design manager-turned-director of community and strategic enterprise audiences for Studio Connect.
The Studio Connect app humanized the creative process of product development by showing another way that product developers and designers could connect directly with Target superfans, resulting in improved customer growth and retention, above-industry-average satisfaction, and a more cost-effective product development process for its owned brands.
new private-label brands launched