Open House—An innovative concept from Target

Brand Audits Update x Christine Moody*


Retail continues to lead the way in innovative, customer-centric brand experiences. The most innovative brands get their teams out and about to explore how customers shop and observe them as they purchase products and services.
Target has gone one step further and create an entire experimental store called Open House. This San Francisco-based store is set up not only to observe customer behaviour and product mix, but also to test digital devices and product technology. It also gives Target a opportunity to get direct—and real time—consumer feedback on the products and experience.
It has built an entire home that rivals the demos that many of these smart home companies roll out for large trade shows such as CES and conveys a similar depth of information that Amazon can provide about products.
Read the entire Fortune article here.
*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation.

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