Target woos pet owners with exclusive offers

Target is continuing its push to boost traffic and sales with an innovative plan bolstered by a new partnership with Bark — the company that founded online subscription service BarkBox.

Starting next week and throughout the fall, Target will be home to the latest toys and treats from Bark, marking the first time the subscription service’s products are available in retail stores. Target is no stranger to teaming up with online and subscription brands. Earlier this year it partnered with Casper, the mattress-in-a-box start-up. It’s a novel approach to differentiation that adds a compelling layer to the big-box retailer’s Only at Target initiative. More specifically, however, its push in the pets category demonstrates that Target is serious about identifying areas of need and capitalizing on the opportunities they present. According to Christina Hennington, SVP of essentials and beauty at Target, almost 70% of the retailer’s shoppers have pets. “We saw an opportunity to become their ultimate pets destination by offering new and exclusive pet brands they can only find at Target, alongside everyday must-haves they need, saving guests time and money with every Target run,” she said.

In addition to the BarkBox exclusive, Target has revamped its own brand Boots & Barkley line. For more than eight years, the Target design team has been developing pet products for Boots & Barkley. These efforts have resulted in the addition of more than 200 new items for cats and dogs.

With the holidays in mind, the retailer has also partnered with Kate Arends of Wit & Delight, for style blogger and pet owner’s first-ever pet line, exclusively for Target. The collection will be available at select stores and online beginning Oct. 31.

 

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