RETAIL CASE STUDYLAUREN HADEN, ASHLEIGH VAN DER WATT, ALLIE HUMES & JAMAAL CAMPER

Lauren HadenSan Francisco, CA

Threshold home goods

Jamaal CamperChicago, IL

Tech & Electronics

Allie HumesQuincy, IL

Gift wrap

Ashleigh Van Der WattChicago, IL

Archer Farms Monster trail mix

WHO WE AREAND THE TARGET PRODUCTS WE

“STATE OF THE STOREFRONT”Fast Facts • 1,795 stores• 38 distribution centers• 347,000 team members worldwide• Average guest – 40 years old; household income of $64k

Mobile & E-Commerce Success • 2013 Mobile Retailer of the Year• Cartwheel App• Fast Co. & Target Retail Accelerator competition• Awesome Shop

Consumer Loyalty • RedPerks beta testing• RedCard credit & debit

THE CHALLENGE

“How can Target use E-commerce and their mobile platform as

effective cross-channel marketing tools to drive sales and

profitability at their in-store brick and mortar locations?"

OUR GOALGOAL: To create an engaging content & brand strategy for Target’s e-commerce and mobile ventures that can easily translate across store categories and departments

UTILIZING: • Expertise in e-commerce • Award-winning mobile ventures • Strong social presence• Brand loyal, tech-savvy consumers

OUR FOCUSFOCUS: Three “lifestyle” segments our shoppers

LIFESTYLE BRAND HISTORY

• Target.com “Style Shop”• Exclusive Target home brands

• GO International collection• Brand partnerships (Lilly Pulitzer for Target)• Exclusive Target fashion brands

• Target.com “Beauty Concierge”• Pixi by Petra for Target• DermStore partnership• Beauty subscriptions to your door

SHOPPERS MOBILE

91% of Americans own some type of mobile phone.

61% of that group own smartphones. - Pew Research Center

of 18-34 year olds who use smartphones say they spend at least $51 via smartphone in an average month

39%

- Interactive Advertising Bureau

SHOPPERS MOBILE

Why Shop Via Mobile?

1) 51% said it saves you money2) 36% said it saves you time3) 35% said it makes it easy to

search and shop

- Interactive Advertising Bureau

• “Always-on” mobile shopping trend - Computer based e-commerce shopping peaks Monday-Friday- Mobile traffic stays steady over the week & increases on weekend

SHOPPERS MOBILE

“Shopping is no longer something people go and do anymore; it’s

something they are always doing.”

- Tobi Lutke, shopify.com CEO

CHECKING OUT THE COMPETITION

• Everyday Low Pricing strategy

• E-commerce strategy rivals Amazon, Target

•E-Commerce strengths: Delivery and in-store pick up options; Potential online grocery venture

• Mobile accounts made on the Wal-Mart smartphone app account for one-third of the company’s website traffic.

• Consumer perception: Savings & efficiency

• In-store experience: not merchandised with aesthetic in mind

WHO DOES BEST?

WHO DOES BEST?

• Global presence• Highly recognized

collaboration with designers and celebrities

• Mobile app

• Relatable, conversational tone via social channels

• Mobile app• Leads retailers in

customer satisfaction

WHO DOES BEST?

• Sephora’s stellar social strategy & upscale, consultative selling approach

• ULTA’s “one stop shop” for brand variety and salon services

• Walgreen’s “elevated beauty experience” at the drugstore level

SWOTSTRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Brand recognition • Exclusive brand partnerships • Positive consumer perceptions• Cartwheel mobile app• RedCard initiatives

• Lack of international presence• Negative association w/credit

card threat, legal issues• Pricier than Walmart• Canadian store closures

• Rebuild reputation following credit card breach

• Increasing disposable income of customers • More visibility through customer loyalty-

focused initiatives• Mobile explosion in retail• Growth in lifestyle and food product

segments

• Less buying power than competition• Businesses “best at” beauty, home, apparel &

food products• Inflation pushing customers toward lower

price retailers• Retail merchandise taxes increasing in U.S.

OUR SHOPPER

23 percent of Target shoppers fall in the 25-34 age range.

- Advertising Age Retail Demographics Report

OUR SHOPPERMeet Carrie

•27 years old• Single•Income: $55k•Raised in affluent Ohio suburb•Studied communications at OSU•Works for P&G in Cincinnati• ’s following lifestyle Instagram

accounts, rooting on the Buckeyes and hosting friends over for dinner

• Aspirations include owning a home, starting her own business

OUR STRATEGY• Enable existing e-commerce strategies and engage our shopper with creative content online that inspires, delights & drives in-store traffic all while adding value to the Target shopping experience.

OUR MISSION• Keep Target’s current social, mobile and e-commerce initiatives in place, while building upon a content platform that will position Target as a leader in the lifestyle product industry.

OUR CAMPAIGNTarget will create an exclusive campaign and sponsor popular lifestyle bloggers, vloggers,

Instagram users and other internet personalities to develop creative content to market Target’s lifestyle sectors: home, apparel and beauty.

By creating relationships with key lifestyle leaders on the internet, our target guest will be able to draw connections between creating a beautiful lifestyle with the Target brand and its product

offering.

CAMPAIGN EXECUTIONSDRIVE TRAFFIC TO STORES THROUGH: • Cartwheel mobile app #TeamTarget collection• #TeamTarget in-store events

CREATE CONNECTION WITH MOBILE IN-STORE THROUGH:• Cartwheel deals branded signage• In-store #TeamTarget events

ELEVATE SOCIAL MEDIA PRESENCE THROUGH:• Launching online community for Target lifestyle lovers• Creating and sharing engaging #TeamTarget Pinterest,

Instagram, Twitter, Facebook and YouTube content

WHO IS ?

• Customers more likely join rewards programs (RedCard, Cartwheel) are more likely to take advantage of mobile payments

- Mobile Commerce Outlook 2015

Implementation: • Branded signs in-store signifying Cartwheel deal

• “Team Target” Collection feature on app: New #TeamTarget member picks his/her favorite deals for the week

DEAL

Branded Cartwheel deal signage

IMPROVING MOBILE APP AWARENESS

COLLECTION

CARTWHEEL COLLECTION

• Beauty Concierge events in major US cities featuring popular YouTube Beauty Vloggers- Tracy & Stef (eleventhgorgeous)- Meghan Rienks (meghanrosette) - Blair Fowler (juicystar07)

IN-STORE EVENTS

IN-STORE EVENTS

Design and DIY workshops and styling events led by: - Sarah Sarna (Inspired living blog)- Simplified Bee (Interior design blog)- Kate Riley (Centsational girl DIY blog)

IN-STORE EVENTSPersonal styling events themed for parties, weddings, athletics, etc. led by leaders in the online style space: - Blaire Eadie (Atlantic – Pacific blog)- Lauren Lonergan (La Petite

Fashionista)

PINTEREST CONTENT

YOUTUBE CONTENT

INSTAGRAM CONTENT

ONLINE COMMUNITY

Modeled similarly after Sephora’s Beauty Board &

Beauty Talk community

• Create exclusive online community for shoppers• Mobile-friendly • Start dialogue about lifestyle trends• Get insight directly from consumers! • #TeamTarget personalities will contribute guest posts

MEDIA EXECUTIONSPAID OWNED

EARNED SOCIAL

• Facebook promoted posts• Twitter promoted posts• Execution of in-store events• Branded signage for Cartwheel

deals in-store

• Existing Cartwheel mobile app• target.com• “Team Target” Program (exclusive

contract with notable lifestyle bloggers/Instagram users)

• Word of mouth• Social shares• Participation at in-store events

• Instagram• Facebook• Twitter• Pinterest• YouTube

REVISITING THE SWOTSTRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Brand recognition • Exclusive brand partnerships • Exclusive lifestyle personality partnerships• Positive consumer perceptions• Cartwheel mobile app• RedCard initiatives • More cohesive online connection to in-

store experience

• Lack of international presence• Negative association w/credit

card threat, legal issues• Canadian store closures• Doesn’t fully reach male shopper

demographic

• Rebuild reputation following credit card breach

• Increasing disposable income of consumers

• Less buying power than competition• Retail merchandise taxes increasing in

U.S.• Similar content strategies to other

“best at beauty/home/apparel” brands

NEXT STEPS• Reach out and partner with lifestyle personalities• Develop set of #TeamTarget initiatives for content (how many in-store events? • Develop and create online community for Target lifestyle lovers; market through social channels and press releases• Use Cartwheel mobile app to drive in-store traffic, and create connection in-store with Cartwheel deals through signage

Looking Ahead: • Find ways to inspire male shoppers through #TeamTarget initiatives and mobile • Partner with HGTV stars Chip and Joanna Gaines, or Property Brothers for an exclusive #TeamTarget Cartwheel Deal Collection• Think ahead towards greater media executions (TV, radio, pre-roll for YouTube)

QUESTIONS?