Post on 19-Jan-2017
TargetMobile Strategy
Heather Anderson, Courtney Droege, Emily Krokstrom, Lauren Morris, Tierney Rodgers
Target Facts● Discount, Variety Stores, Home Goods● 347,000 team members worldwide● 1,795 stores across the US and Canada● Market Capital of $38.35 Billion● Target.com is the 6th most visited retail site in the US
Competitive Analysis
Best Buy● Competes with Target on
Technology products● Connects to a rewards program● Specialized product depth ● Exclusive offerings
Walgreens● Competes with Target in Pharmacy● Store maps● Balance rewards features ● Photo and pharmacy advantages
EBATES● Competes with Target on
Coupons and discounts● Maximize savings across all
retailers● Cash back shopping ● No market limitations
Amazon ● Online retailer● Quick search ● Millions of items available● One click checkout
Walmart● Everyday low prices● Savings Catcher● Photo and pharmacy advantages
Key Factors● Strong advertising and branding with a recognizable logo● Commitment to the community ● Multiple apps with different purposes● Red Card loyalty program● Modern products and design partnerships● Reputation for having higher end merchandise than competitors
The Consumer
Target Guest: In-Store● Median age of 40● Median income of $64,000● 43% have children at home● 57% have completed college● Time starved (busy life)● Cares about quality and design
Target Guest: Mobile● Has a smartphone ● Most likely to be female● 25 to 44 years old● Use the app to:
o Compare prices, find online coupons, purchase products
Strategic Roleof Website
Main Role of Target.com● Website offers more products and product details than
Target’s apps ● Website focuses on displaying and selling products
○ Instead of focusing on coupons, like the Cartwheel app
● Weekly Ad: Coupon feature on the website
Coupon Comparison
Weekly Ad on Target.com Interface of Cartwheel App
Mobile Marketing Tactics
Applications● Target Registry: create, manage
or share a Target Gift Registry● Target Wishlist: create, share,
and track holiday wish lists● Target Healthful: Target
Pharmacy now● at your fingertips
● Target App for your phone● Target App for your tablet● Cartwheel: save 5-30% on
hundreds of products● Target Ticket: stream movies & TV
shows at home or on the go● In a Snap: snap with the app to
shop instantly.
Attraction● Ease of Use ● Brings attention to Target specific brands, Private brands● Organization of Purchases● Increases Savings when shopping through multiple channels● TV and Movies on the go● Shopping for Friends and Family
Engagement● Suggestions based off of previous purchases● Daily updates● Rewards based on use benchmarks● Tracking and sharing of wishlists● Pharmacy rewards
Campaign Objectives ● Increase sales● increase traffic● increase customer satisfaction
Challenges ● Lack of Awareness● Lack of incentive for continued use● Technology issues
Opportunities ● Increase market share● Driving sales● Increased foot traffic● Gaining loyalty● New customer from use of app● Increase purchases in store● Grocery Pickup from app
Competitive Benchmarking
Competitive Benchmarking ● Greater increase in use of Target app compared to
Walmart app ● Leader in coupon clipping app● Most increase of Target online search comes from
mobile● 40% of all digital orders placed on mobile devices
Suggestions
Geolocation Coupons● We propose:
o Using geo-fencing to implement strategically timed ads ● Goal:
o Increase shopping at brick-and-mortar Target stores, top of mind awareness, and brand equity
Geolocation Coupons● Dovetails into successful Cartwheel campaign● Send out geographically relevant ads to increase
unplanned store visits● Tailor marketing efforts to individual Guest IDs; ultimate
customization● Coupons are timely
Personalization● We propose:
o Adding list-making functions and automatic coupon application to the existing Cartwheel app.
● Goal:o Make shopping at brick-and-mortar Target
stores more efficient and affordable for their guests.
Personalization● Add to the Cartwheel app so guests can make shopping
lists before a trip to the store. ● Cross-check their list with available coupons and
automatically apply them to 10 items in their list. ● Use existing mapping technology to show
guests the most efficient route around the store.
Tiered Loyalty Rewards
● We propose:o Adding a level between Cartwheel and RedCard
● Goal: o Turn occasional shoppers into frequent shoppers, by making their
shopping experience more personal
Tiered Loyalty Rewards
● This level would work with the Cartwheel app● Once Cartwheel barcode has been scanned a certain
amount of times, user becomes a middle-tier rewards member
● Bigger discounts, more coupons, special notifications
Summary● Geolocation Coupons:
o strategically timed adso increase unplanned store visits
● Personalization:o create and cross check shopping list o provide time efficient store map
● Tiered Loyalty Rewards:o add an additional levelo exclusive offerings
Questions