Blue ridge hammer multi tool7/23/2023 ![]() Target has multiple “boutique” collaborations and store-within-a-store setups. The hand tools all seemed ordinarily generic.Īt first glance, this seemed to be a new and competitive effort by Target, but looking deeper it just seems very amateurish. Let’s bounce Target’s Blue Ridge claims back at them – what does separate this brand and these tools from others? If the brand only sells one cordless power tool, that’s not really a platform, is it? Target should have sales data about what their users tend to buy, but why did they switch over to this Blue Ridge brand? I don’t know when they did this, but it seems like a somewhat recent change. I feel that this is all just a lesson in bad marketing. On the other hand, Target’s product page and Blue Ridge’s description and box art advertise “13 bits” without describing them in sufficient detail. Such customers are likely going to be DIYers who don’t know any better. On one hand, beginners who might be shopping this unfamiliar tool brand at Target might have been mistakenly expecting for the drill kit to come with drill bits. Maybe this is where seemingly unnecessary “accessories not included” messaging could have helped. Other images on the same product page show different tools on a side table. In this case, it would mean the model should have been wearing safety glasses and their hair should have been tied back instead of being loose like this. Note: Where are the safety glasses? Why isn’t the model’s hair tied back? Marketing images MUST depict safe user practices. ![]() Looking online, they have product images like this one, showing a drill bit set with the drill kit. They use the same language online – includes 12 bits and a magnetic bit holder. Reviews seem to be mixed, with a lot of folks angry that the kit doesn’t come with any drill bits.īut why would a cordless drill come with drill bits? I mean, you don’t buy cookware expecting them to come with ingredients, or things like spatulas. Maybe they’re taking marketing lessons from Greenworks. They do specify that it’s a 3/8″ drill (as opposed to 1/2″). ![]() What’s the torque rating? What’s the speed? I neglected to check the box, but you certainly can’t find this information via their product page on the Target website. Okay, so Target has this Blue Ridge cordless drill kit. But somehow they do have 2 pegs full of replacement batteries. Target doesn’t carry any of these other 20V Max cordless power tools either. But these products don’t actually appear to be for sale anywhere, not that I can find at least. They then show a cordless drill, flashlight, reciprocating saw, and jig saw. There are banner images in the Amazon drill kit listing, advertising that you can share your batteries across the 20V Max range. Blue Ridge 20V Max Cordless Tool Range Banner (via Amazon) There’s also an alkaline battery-powered screwdriver. They have other cordless tools, but with built-in batteries. Target has a single 20V Max cordless power tool in stores – a drill kit.
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