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    這家零售商計劃打入對手商場,開100家店中店

    這家零售商計劃打入對手商場,開100家店中店

    王波非(Phil Wahba) 2020年11月14日
    Ulta和塔吉特這兩家零售品牌在同一品類中存在競爭關系,在許多商場里都呈對打之勢。

    2020年8月,澤西城一名戴著口罩的購物者走過塔吉特百貨。圖片來源:GETTY IMAGES

    塔吉特(Target)和Ulta Beauty在11月10日宣布了零售業多年來最大膽的合作關系:美妝連鎖店Ulta Beauty將在數百家塔吉特的門店里開設迷你店中店,盡管這兩家零售品牌在同一品類中存在競爭關系,在許多商場里都呈對打之勢。

    明年,近年來發展迅速的美容產品和服務零售商Ulta將在100家塔吉特的商店內開設店中店,還計劃在日后開設更多。帶著Ulta顯眼招牌的店中店面積1000平方英尺,準備設在塔吉特現有的美容區旁,配備塔吉特的員工。

    這已經不是塔吉特第一次和在特定領域比自己做得更好的外部公司合作了。幾年前,塔吉特退出了制藥業務,引進了CVS藥店(CVS Pharmacy)。塔吉特還在幾年前收購了Shipt,而不是從頭開始搭建自己的配送服務。

    盡管塔吉特的美容業務規??捎^,但它仍然是一個需要繼續提升的重點領域。美容產品可以吸引客流,增加在塔吉特購物的“樂趣”——而且沃爾瑪、CVS和沃爾格林(Walgreens)也在優化自己的美容類商品。對塔吉特而言,提升自己的美容產品類目就尤為重要。

    2020年11月10日,塔吉特公司宣布將設立數百家Ulta Beauty店中店。圖片來源:Courtesy of Target

    GlobalData的董事總經理尼爾·桑德斯在一份研究報告中寫道:“在很多消費者心中,塔吉特都不能稱為美容行業的專業玩家,這就意味著塔吉特錯過了這個高利潤領域的增長機會?!?/font>

    與Ulta的結盟將有助于塔吉特補齊上述短板。Ulta的一位發言人告訴《財富》雜志,Ulta店中店將出售目前沒有進駐塔吉特的40個品牌,其中包括高端產品。Ulta將不斷更替選品,以鼓勵顧客經常光顧。(Ulta店中店不提供常規門店的美容服務。)

    除此之外,塔吉特員工可以受到Ulta的培訓,加深對產品的了解,而放眼當下,為顧客提供選購建議可以說是美容產品銷售的核心內容。

    對塔吉特的許多競爭對手來說,塔吉特與Ulta結盟令情況更加復雜。隨著Ulta店中店的到來,塔吉特在百貨商店領域的競爭對手科爾氏(Kohl’s)將更難建起自己的小型美容業務,而該戰略正是科爾氏最近宣布的多年計劃的核心內容。此外,這對組合可能會從擁有數百家絲芙蘭(Sephora)門店的彭尼公司(J.C. Penney)那里搶走更多顧客,而后者正試圖組建更小規模的公司,走出破產保護的困境。

    至于Ulta,這是疫情前零售業最讓人津津樂道的品牌之一,該公司2015年至2019年凈銷售額幾乎翻了一番。目前,在其他擴張機會枯竭之際,與塔吉特合作可以發掘新的增長領域。該公司目前擁有1,264家門店,稱其最終發展空間是1,500到1,700家。

    Ulta能夠從豐富門店形式的策略中受益。該公司的銷售情況曾經在本財年遭遇重挫,原因是疫情期間店鋪關門了好幾個星期,而塔吉特作為必需品零售商,一直保持營業。

    進駐塔吉特還有其他好處:每周約有3,000萬購物者光顧它的1,900家門店,而且這家大型零售商擁有龐大的電商業務,可以提升擴大Ulta在新受眾中的品牌知名度。GlobalData的桑德斯表示,塔吉特能夠幫助Ulta擴大其在年輕消費群體中的影響力,他們往往更青睞絲芙蘭,還可以吸引更多偶然性購物。

    Ulta的股價上漲了6%,塔吉特的股價也略有上漲,因為華爾街顯然樂于看到零售商打破慣例,開拓視野,尋找新的增長點。

    穆迪(Moody)的副總裁查理·奧謝伊說:"這又是一個大型實體公司發揮創造力、努力提高門店和網絡流量的實例,具有參考意義。"(財富中文網)

    譯者:Agatha

    塔吉特(Target)和Ulta Beauty在11月10日宣布了零售業多年來最大膽的合作關系:美妝連鎖店Ulta Beauty將在數百家塔吉特的門店里開設迷你店中店,盡管這兩家零售品牌在同一品類中存在競爭關系,在許多商場里都呈對打之勢。

    明年,近年來發展迅速的美容產品和服務零售商Ulta將在100家塔吉特的商店內開設店中店,還計劃在日后開設更多。帶著Ulta顯眼招牌的店中店面積1000平方英尺,準備設在塔吉特現有的美容區旁,配備塔吉特的員工。

    這已經不是塔吉特第一次和在特定領域比自己做得更好的外部公司合作了。幾年前,塔吉特退出了制藥業務,引進了CVS藥店(CVS Pharmacy)。塔吉特還在幾年前收購了Shipt,而不是從頭開始搭建自己的配送服務。

    盡管塔吉特的美容業務規??捎^,但它仍然是一個需要繼續提升的重點領域。美容產品可以吸引客流,增加在塔吉特購物的“樂趣”——而且沃爾瑪、CVS和沃爾格林(Walgreens)也在優化自己的美容類商品。對塔吉特而言,提升自己的美容產品類目就尤為重要。

    GlobalData的董事總經理尼爾·桑德斯在一份研究報告中寫道:“在很多消費者心中,塔吉特都不能稱為美容行業的專業玩家,這就意味著塔吉特錯過了這個高利潤領域的增長機會?!?/font>

    與Ulta的結盟將有助于塔吉特補齊上述短板。Ulta的一位發言人告訴《財富》雜志,Ulta店中店將出售目前沒有進駐塔吉特的40個品牌,其中包括高端產品。Ulta將不斷更替選品,以鼓勵顧客經常光顧。(Ulta店中店不提供常規門店的美容服務。)

    除此之外,塔吉特員工可以受到Ulta的培訓,加深對產品的了解,而放眼當下,為顧客提供選購建議可以說是美容產品銷售的核心內容。

    對塔吉特的許多競爭對手來說,塔吉特與Ulta結盟令情況更加復雜。隨著Ulta店中店的到來,塔吉特在百貨商店領域的競爭對手科爾氏(Kohl’s)將更難建起自己的小型美容業務,而該戰略正是科爾氏最近宣布的多年計劃的核心內容。此外,這對組合可能會從擁有數百家絲芙蘭(Sephora)門店的彭尼公司(J.C. Penney)那里搶走更多顧客,而后者正試圖組建更小規模的公司,走出破產保護的困境。

    至于Ulta,這是疫情前零售業最讓人津津樂道的品牌之一,該公司2015年至2019年凈銷售額幾乎翻了一番。目前,在其他擴張機會枯竭之際,與塔吉特合作可以發掘新的增長領域。該公司目前擁有1,264家門店,稱其最終發展空間是1,500到1,700家。

    Ulta能夠從豐富門店形式的策略中受益。該公司的銷售情況曾經在本財年遭遇重挫,原因是疫情期間店鋪關門了好幾個星期,而塔吉特作為必需品零售商,一直保持營業。

    進駐塔吉特還有其他好處:每周約有3,000萬購物者光顧它的1,900家門店,而且這家大型零售商擁有龐大的電商業務,可以提升擴大Ulta在新受眾中的品牌知名度。GlobalData的桑德斯表示,塔吉特能夠幫助Ulta擴大其在年輕消費群體中的影響力,他們往往更青睞絲芙蘭,還可以吸引更多偶然性購物。

    Ulta的股價上漲了6%,塔吉特的股價也略有上漲,因為華爾街顯然樂于看到零售商打破慣例,開拓視野,尋找新的增長點。

    穆迪(Moody)的副總裁查理·奧謝伊說:"這又是一個大型實體公司發揮創造力、努力提高門店和網絡流量的實例,具有參考意義。"(財富中文網)

    譯者:Agatha

    Target and Ulta Beauty announced one of the boldest retail partnerships in ages on November 10: The beauty store chain will open small shops inside hundreds of Target locations in the coming years—despite the fact that the two retailers compete in the category and face off at countless strip malls where they cohabitate.

    Ulta, the fast-growing beauty products and services retailer, will open 1,000 square-foot shop-in-shops at 100 Target stores next year, with plans for many more. The Ulta shops will sit alongside Target’s existing beauty sections with prominent signage and be staffed by Target employees.

    This is not the first time Target has turned to an outside company that is frankly better at something it wants to offer customers: A few years ago, Target got out of the pharmacy business and brought in CVS Pharmacy. Target also bought Shipt a few years ago rather than build its own fast delivery service from scratch.

    While Target has a sizable beauty business, it is a crucial area for the retailer to improve upon. Beauty generates store visits, adds to the “fun” part of shopping at Target—and is becoming all the more essential to the retailer as Walmart, CVS, and Walgreens are also improving their beauty offerings.

    “Target is still not perceived by many consumers as a specialist player in beauty, and, as such, it has missed out on growth within the more premium part of the market,” Neil Saunders, managing director of GlobalData, wrote in a research note.

    The Ulta tie-up should help its bigger rival address that weak spot. An Ulta spokeswoman tells Fortune that the shops will offer 40 brands that Target doesn’t currently carry and will include higher-end products. Ulta will continually rotate the selection to give customers incentives for repeat visits. (The Ulta shops will not offer salon services found at Ulta stores.)

    What’s more, having Target staff trained by Ulta will deepen their knowledge of the products at a time getting advice and recommendations is core to beauty shopping.

    The partnership also complicates matters for a number of Target’s competitors. By bringing in Ulta shop-in-shops, Target will make strip mall competitor Kohl’s strategy to build up its own small beauty business, a centerpiece of its newly announced multiyear plan, that much harder to pull off. In addition, this could siphon away more customers from J.C. Penney, which houses hundreds of Sephora shops, at a time that department store is emerging from bankruptcy protection as a smaller company.

    As for Ulta, which pre-pandemic was one of retail’s hottest stories with net sales almost doubling between 2015 and 2019, teaming up with Target is a way to mine new areas of growth at a time when other expansion opportunities are drying up. The company currently has 1,264 stores and has said it sees room for 1,500 to 1,700 ultimately.

    Ulta stands to benefit from diversifying its physical presence: Sales took a big hit earlier in the fiscal year because of the pandemic as stores were closed for weeks, while Target, deemed an essential retailer, stayed open.

    There are other benefits to being at Target: Some 30 million shoppers visit its 1,900 stores every week, and the big box retailer has a massive e-commerce operation that could expand Ulta’s brand awareness among new audiences. GlobalData’s Saunders says Target will help Ulta expand its reach among younger shoppers, who tend to gravitate to Sephora, as well as more casual beauty buyers.

    Ulta’s shares rose 6%, while Target’s were up a bit, as Wall Street cheered an illustration of how retailers can seek growth by looking beyond the same old playbook.

    “This is yet another meaningful example of the creativity the larger brick-and-mortar players are utilizing in their efforts to ensure increased store and website traffic,” said Moody’s vice president Charlie O’Shea.

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