Store Brands in the Wild

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Insta-buying Target’s store brands

Dan Ochwat
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Buying store brands through Instagram is a real thing now that Target has integrated the Instagram Checkout tool into its Target and TargetStyle accounts on the app owned by Facebook.

The retailer launched the tool this week and Store Brands in the Wild found that Target was using it to promote its new designer summer dresses but also its basic essentials.

And, no surprise, the retailer was promoting the insta-buy tool very cleverly.

Within the standard Target channel, an adorable post appeared in my feed promoting the retailer’s Up & Up 4 in 1 Dog Shampoo —the bottle of the store brand shampoo visible behind a cute, soaped up, soaking dog. When clicking the “shopping bag” icon, a window appeared selling the shampoo and a pet grooming brush also featured in the post and also under the Up & Up brand.  Click to add the items to your shopping bag, pay and have items delivered through the app.

Interestingly, in my email. I also found Target sent me some free essie Nail Polish to bring me back into the app and shop. Store Brands talked about how private brands get promoted on Pinterest, this Instagram play seems like a nice digital, impulse push for private brands.

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    12/2/2021

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Blog Author

Dan Ochwat

Dan Ochwat is the executive editor of Store Brands magazine, part of the EnsembleIQ network of publications. He's been involved in writing and editing for retail-based trades for nearly two decades, formerly as the editor of Shopper Marketing magazine, and as a writer for Path to Purchase IQ, publications that cover national brand consumer goods marketing and news. Read More

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