The genius of "The One Spot"

Oh, the horror of it: the shopping trip with young children.

Maybe you've experienced the terror of "just needing to get one or two things" only to find yourself sucked into a vortex of whine (requiring you to, perhaps, seek some wine after surviving the experience) during the expedition.

Or maybe it's been more of an anthropological expedition, as you watch your fellow shoppers discover all the possible uses of the word "don't" as they seek to navigate their way back out of the store without unwanted purchases, the embarrassment of the dreaded "clean-up on Aisle 5" announcement, or fresh sibling-on-sibling wounds.

OK, maybe that's a little dramatic. But, the fact remains that if children are merely passengers on this journey (as opposed to the intended recipients of the trip's booty), they generally want something for their trouble.

Enter "The One Spot" from Target.

Strategically placed near the entrance of each store, this small section is dedicated to kid-friendly trinkets and knick-knacks that - for the most part - cost $1.00. (Those that don't tend to be other modest round-ish numbers such as $2.00 or $2.50.)

Peruse "The One Spot," and you're likely to find everything from out-of-season flip-flops, to pads of paper festooned with a picture of a watermelon slice, to decks of round playing cards, to public domain copies of old movies and television shows. And, you'll also find lots of toddlers getting their fingers on all this merchandise, without mom or dad having to say,"put that down!"

In creating a section full of stuff that wouldn't, on its own, merit any shelf space elsewhere in the store, Target has recognized that making the shopping experience less stressful for parents is a meaningful differentiator in its category. In doing so, they've told families, "We know what it's like to shop with kids. Come to Target, and you can keep your sanity for a $1.00."

What does "The One Spot" remind us about strategy?

• Get over yourself. Can you imagine "The One Spot" coming to life if a higher-up had observed how this strategy "might drive away shoppers who patronize Target for the Isaac Mizrahi designer wear?" Please. Target knows its brand is as a more hygienic version of Wal-Mart. If "The One Spot" drives traffic, it's a winner.
• Remember the influencers. Parents may have the money, but when there are children involved, it's all about which establishment will offer the least stressful shopping experience for the merchandise that Target and its competitors have to offer. As you strategize, don't forget to consider those who influence the decisions of your customers and prospects.
• Keep it fresh. Target knows that part of the magic of "The One Spot" is that kids find new items there every time they visit. It's a good reminder that you can't create a winning strategy and consider the challenge solved. You have to keep looking for ways to keep it interesting to your intended marketplace.

The message? Start with a firm grasp on your brand, and then open your mind to the possibilities. You might just discover your own version of a giant pen in the shape of a sea horse.