Target’s Commitment to Inclusive Design Hits the Mark on Engaging CX

two shopping bags with red backgroud

I love Target’s Cat & Jack kids clothing, and my kids do too! There are so many cute styles to choose from, they’re durable…and they have adaptive options!

In 2017, the brand introduced a selection of adaptive Cat & Jack products that are “more accommodating for all guests.” Features of the products include “jackets with zip-off sleeves, footless sleepwear, diaper-friendly leggings and bodysuits” and using soft and durable cotton fabric. Not only was this a huge story for media outlets to cover, but it demonstrated that adaptive clothing could be functional and fashionable at a reasonable price. It also demonstrated that regardless of a child’s abilities, he/she deserved to have clothing that made him/her feel just like any other kid, because he/she is like any other kid.

And Target didn’t stop there. The company has since introduced adaptive home goods for children as part of their Pillowfort brand; adaptive Halloween costumes that incorporate a child’s wheelchair into the design; and an adult line of adaptive clothing, Universal Thread.

So, why is a big box retailer so focussed on creating products for all of their customers and associates?

Its in Target’s brand DNA, and they share progress being made toward company diversity and inclusion efforts on their corporate website. This transparency helps build connections with their customers.

But transparency alone doesn’t excite a customer about engaging with your brand. You have to demonstrate that you’re delivering on what you set out to acheive through offering adaptive clothing, hiring team members that represent your diverse customer base and showcase diversity in your advertising. You also have to admit where you’re lagging in your efforts, which Target prominently does on their corporate website.

Transparency is something we value as human beings. We want people and the brands we engage with to be open with us. We want them to be relatable, and Target is delivering on both of these fronts.

When you look to make memorable and engaging customer experiences, you need both transparency and relatability. These two things can manifest themselves in many different ways depending on your brand, but they are essential to creating a strong experience and bond with your customer.

Without them, you’re brand is a one-and-done transaction or easily replaced with a competitor comes along and does these two things better than you.

How do you think transparency and relatability of a brand helps foster better customer experiences? I’d love to hear your thoughts.

Published by Shelby Bono-Mitchell

My passion for exceptional customer experiences started early in working for major brands in the advertising industry and on the corporate side. I've had the opportunity to work with brands in the tech, retail, automotive and financial services industries to develop brand & communications strategies, optimize digital experiences, introduce UX analytics platforms to gain customer insights and shape customer messages. It is through a single customer experience that we have the power to captivate or sever our customer relationships, and my goal is to captivate.

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