Overview
Ten weeks to design, test, build, and launch an experience crucial to Target’s 2016 Spring Break Campaign.
Create a Spring Break ensemble as unique as you. While previous attempts at bundles had been locked into “Choose One Top, Choose One Bottom,” Mix&Match was positioned as a DIY adventure. If a guest wanted to buy six tops and two bottoms, great. One top and five bottoms? Even better. While only one brand could be viewed at a time, this didn't stop you from building a set mixing a Merona bottom with a Mossimo top.
While initially designed for swim, Mix&Match’s broader goal was to help Target Guests—and Merchandisers—create unique bundles in a one-stop shopping experience.
The long-term vision of Mix&Match was to provide an experience closer to that of being in a Target store, where you go in for toothpaste, and walk out with a sweater. Unlike the store where you move from department to department, Mix&Match offers a single page pulling together a collection of swim suits, towels, sunscreen, sunglasses—basically anything the merchandiser wanted to feature—into a one-stop shopping experience. The application was eventually leveraged by the Home merchandisers to mix lamp shades with bases, with the desire of expanding this product offering to branded experiences such as Xbox (as shown above).
In the end, for the first three months that the swim experience was live, it garnered more than $1m in sales, which is impressive because the experience was desktop-only, and received little-to-no promotion.