Target aims for shoppers who like surprises

MINNEAPOLIS — Target is looking to generate excitement online this holiday season with a just-launched promotion aimed at shoppers who love subscription services like Birchbox.

 

Target has just launched a specially designed collection of boxes called Wonderpacks, which the retailer says are “meant to inspire and capture family fun.”

 

The kits, available on target.com, are curated and contain a combination of products to create experiences, from a game-packed road trip to sledding after sunset, the retailer says.

 

The retailer plans to release a total of 12 themed Wonderpacks including “Disco Bath Time,” to make bath time for the kiddos "way more fun," “Couch Camping,” which includes s’mores without the campfire, and more designed to appeal to everyone from children to grandparents.

 

Target is also using Facebook's Canvas e-commerce ads to push sales of Wonderpacks. A corresponding ad campaign will employ Canvas' full-screen mobile ads to show people what the product looks like.

 

To see a gallery of Target's Wonderpacks, click here.

 

Subscription box services like Birchbox or Target's new Wonderpacks offer a convenient way for shoppers to try different and new products without the legwork of actually going to stores and browsing. Many of these services have been thriving as their unique value proposition, which can’t be matched by brick-and-mortar retailers, appeals to more shoppers.