Last year, Target spent the whole pre-holiday season teasing us by flip flopping back on forth on their Black Friday plans. A year ago this week we reported that Target had stated they would NOT be participating in Black Friday at all. Target thought things like their Neiman Marcus co-branded collection made them stand out enough above competitors that they would not need to compete on high Black Friday volume items like televisions.
One month later, Target announced that they WOULD be playing the price war game with their competitors. To prevent people from ShowRooming (looking at items in a store and then buying them online), Target price matched online retailers for the 2012 Black Friday season and put QR codes on hot toys so parents could buy them at Target.com discretely.
We haven’t heard anything about Target’s price matching plans for this year, but they are doing something to put a stop to showrooming. For the first time, Target will be offering BOPS (Buy Online Pay in-Store) services, similar to what Best Buy and K-Mart offer. Target expects to have BOPS available in all of their 1,800 U.S. stores before Black Friday.
So what’s left for Target to try out in 2014? They’ve already got plans. Target will be testing out Same-day delivery from stores in the upcoming months with their own employees helping them hammer out the kinks. If the employee test is successful, look for same-day delivery to roll out to the public sometime in 2014, perhaps in time for Black Friday?