Target Seasonal Merchandising
Optimizing Seasonal Sales with an Integrated Merchandising Campaign
Parham Santana helped Target celebrate its “most successful Halloween in decades” by identifying the Latino-inspired “Day of the Dead” as a unique and viable trend with broad cross-over appeal and tremendous merchandising potential.
The Parham Santana Halloween team provided Target with a comprehensive merchandising guide for every “traffic zone” within the store, including character and icons for Web and “Channel Red” promotions.
Optimizing Seasonal Sales with an Integrated Merchandising Campaign.
Parham Santana created "Festival of Fright," a fun-filled merchandising celebration within Target stores. Complete with a “Boolevard” and “Central Scare,” Target guests dug into ‘Craving Carts’ to enjoy an unique take on Halloween.
The results were a highly integrated merchandising and promotional experience from soft-goods to hard-goods, party supplies to bake shop. In-store or on-line, “Festival of Fright” was deemed one of Target's “best Halloweens ever.”
