Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Target Mobile

304 views

Published on

  • Be the first to comment

  • Be the first to like this

Target Mobile

  1. 1. Target Mobile Strategy Heather Anderson, Courtney Droege, Emily Krokstrom, Lauren Morris, Tierney Rodgers
  2. 2. 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
  3. 3. Competitive Analysis
  4. 4. Best Buy ● Competes with Target on Technology products ● Connects to a rewards program ● Specialized product depth ● Exclusive offerings
  5. 5. Walgreens ● Competes with Target in Pharmacy ● Store maps ● Balance rewards features ● Photo and pharmacy advantages
  6. 6. EBATES ● Competes with Target on Coupons and discounts ● Maximize savings across all retailers ● Cash back shopping ● No market limitations
  7. 7. Amazon ● Online retailer ● Quick search ● Millions of items available ● One click checkout
  8. 8. Walmart ● Everyday low prices ● Savings Catcher ● Photo and pharmacy advantages
  9. 9. 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
  10. 10. The Consumer
  11. 11. 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
  12. 12. 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
  13. 13. Strategic Role of Website
  14. 14. 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
  15. 15. Coupon Comparison Weekly Ad on Target.com Interface of Cartwheel App
  16. 16. Mobile Marketing Tactics
  17. 17. 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.
  18. 18. 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
  19. 19. Engagement ● Suggestions based off of previous purchases ● Daily updates ● Rewards based on use benchmarks ● Tracking and sharing of wishlists ● Pharmacy rewards
  20. 20. Campaign Objectives ● Increase sales ● increase traffic ● increase customer satisfaction
  21. 21. Challenges ● Lack of Awareness ● Lack of incentive for continued use ● Technology issues
  22. 22. 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
  23. 23. Competitive Benchmarking
  24. 24. 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
  25. 25. Suggestions
  26. 26. 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
  27. 27. 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
  28. 28. 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.
  29. 29. 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.
  30. 30. 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
  31. 31. 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
  32. 32. Summary ● Geolocation Coupons: o strategically timed ads o 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 level o exclusive offerings
  33. 33. Questions

×