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RETAIL CASE STUDY
LAUREN HADEN,ASHLEIGHVAN DER WATT,ALLIE HUMES & JAMAAL CAMPER
Lauren Haden
San Francisco, CA
Threshold home goods
Jamaal Camper
Chicago, IL
Tech & Electronics
Allie Humes
Quincy, IL
Gi...
“STATE OFTHE STOREFRONT”
Fast Facts
• 1,795 stores
• 38 distribution centers
• 347,000 team members worldwide
• Average gu...
THE CHALLENGE
“How canTarget use E-commerce
and their mobile platform as
effective cross-channel marketing
tools to drive ...
OUR GOAL
GOAL: To create an engaging content & brand
strategy forTarget’s e-commerce and mobile
ventures that can easily t...
OUR FOCUS
FOCUS: Three “lifestyle” segments our shoppers
LIFESTYLE BRAND HISTORY
• Target.com “Style Shop”
• ExclusiveTarget home brands
• GO International collection
• Brand part...
SHOPPERS MOBILE
91% of Americans own some type of mobile phone.
61% of that group own smartphones.
- Pew Research Center
o...
SHOPPERS MOBILE
Why Shop Via Mobile?
1) 51% said it saves you money
2) 36% said it saves you time
3) 35% said it makes it ...
• “Always-on” mobile shopping trend
- Computer based e-commerce shopping peaks Monday-Friday
- Mobile traffic stays steady ...
CHECKING OUTTHE COMPETITION
• Everyday Low Pricing strategy
• E-commerce strategy rivals Amazon,Target
•E-Commerce strengt...
WHO DOES BEST?
WHO DOES BEST?
• Global presence
• Highly recognized
collaboration with
designers and celebrities
• Mobile app
• Relatable...
WHO DOES BEST?
• Sephora’s stellar social strategy &
upscale, consultative selling approach
• ULTA’s “one stop shop” for b...
SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Brand recognition
• Exclusive brand partnerships
• Positive consumer per...
OUR SHOPPER
23 percent of Target shoppers
fall in the 25-34 age range.
- Advertising Age Retail Demographics Report
OUR SHOPPER
Meet Carrie
•27 years old
• Single
•Income: $55k
•Raised in affluent Ohio suburb
•Studied communications at OSU...
OUR STRATEGY
• Enable existing e-commerce strategies
and engage our shopper with creative
content online that inspires, de...
OUR MISSION
• Keep Target’s current social, mobile
and e-commerce initiatives in place,
while building upon a content plat...
OUR CAMPAIGN
Target will create an exclusive campaign and
sponsor popular lifestyle bloggers, vloggers,
Instagram users an...
CAMPAIGN EXECUTIONS
DRIVETRAFFICTO STORESTHROUGH:
• Cartwheel mobile app #TeamTarget collection
• #TeamTarget in-store eve...
WHO IS ?
• Customers more likely join rewards programs (RedCard, Cartwheel) are more
likely to take advantage of mobile payments
- ...
DEAL
Branded Cartwheel deal signage
IMPROVING MOBILE APP AWARENESS
COLLECTION
CARTWHEEL COLLECTION
• Beauty Concierge events in major US cities featuring
popularYouTube BeautyVloggers
- Tracy & Stef (eleventhgorgeous)
- M...
IN-STORE EVENTS
Design and DIY workshops and
styling events led by:
- Sarah Sarna (Inspired living blog)
- Simplified Bee (...
IN-STORE EVENTS
Personal styling events themed for
parties, weddings, athletics, etc. led by
leaders in the online style s...
PINTEREST CONTENT
YOUTUBE CONTENT
INSTAGRAM CONTENT
ONLINE COMMUNITY
Modeled similarly after
Sephora’s Beauty Board &
BeautyTalk community
• Create exclusive online community...
MEDIA EXECUTIONS
PAID OWNED
EARNED SOCIAL
• Facebook promoted posts
• Twitter promoted posts
• Execution of in-store event...
REVISITINGTHE SWOT
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
• Brand recognition
• Exclusive brand partnerships
• Exclusi...
NEXT STEPS
• Reach out and partner with lifestyle personalities
• Develop set of #TeamTarget initiatives for content (how ...
QUESTIONS?
Target Presentation FINAL
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Target Presentation FINAL

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Target Presentation FINAL

  1. 1. RETAIL CASE STUDY LAUREN HADEN,ASHLEIGHVAN DER WATT,ALLIE HUMES & JAMAAL CAMPER
  2. 2. Lauren Haden San Francisco, CA Threshold home goods Jamaal Camper Chicago, IL Tech & Electronics Allie Humes Quincy, IL Gift wrap AshleighVan Der Watt Chicago, IL Archer Farms Monster trail mix WHO WE ARE ANDTHETARGET PRODUCTS WE
  3. 3. “STATE OFTHE 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 theYear • Cartwheel App • Fast Co. &Target Retail Accelerator competition • Awesome Shop Consumer Loyalty • RedPerks beta testing • RedCard credit & debit
  4. 4. THE CHALLENGE “How canTarget 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?"
  5. 5. OUR GOAL GOAL: To create an engaging content & brand strategy forTarget’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
  6. 6. OUR FOCUS FOCUS: Three “lifestyle” segments our shoppers
  7. 7. LIFESTYLE BRAND HISTORY • Target.com “Style Shop” • ExclusiveTarget home brands • GO International collection • Brand partnerships (Lilly Pulitzer forTarget) • ExclusiveTarget fashion brands • Target.com “Beauty Concierge” • Pixi by Petra forTarget • DermStore partnership • Beauty subscriptions to your door
  8. 8. 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
  9. 9. SHOPPERS MOBILE Why Shop Via Mobile? 1) 51% said it saves you money 2) 36% said it saves you time 3) 35% said it makes it easy to search and shop - Interactive Advertising Bureau
  10. 10. • “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
  11. 11. CHECKING OUTTHE 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
  12. 12. WHO DOES BEST?
  13. 13. 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
  14. 14. 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
  15. 15. SWOT STRENGTHS 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.
  16. 16. OUR SHOPPER 23 percent of Target shoppers fall in the 25-34 age range. - Advertising Age Retail Demographics Report
  17. 17. OUR SHOPPER Meet 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
  18. 18. 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.
  19. 19. 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.
  20. 20. OUR CAMPAIGN Target 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.
  21. 21. CAMPAIGN EXECUTIONS DRIVETRAFFICTO STORESTHROUGH: • Cartwheel mobile app #TeamTarget collection • #TeamTarget in-store events CREATE CONNECTION WITH MOBILE IN-STORETHROUGH: • Cartwheel deals branded signage • In-store #TeamTarget events ELEVATE SOCIAL MEDIA PRESENCETHROUGH: • Launching online community forTarget lifestyle lovers • Creating and sharing engaging #TeamTarget Pinterest, Instagram,Twitter, Facebook andYouTube content
  22. 22. WHO IS ?
  23. 23. • 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 • “TeamTarget” Collection feature on app: New #TeamTarget member picks his/her favorite deals for the week
  24. 24. DEAL Branded Cartwheel deal signage IMPROVING MOBILE APP AWARENESS
  25. 25. COLLECTION CARTWHEEL COLLECTION
  26. 26. • Beauty Concierge events in major US cities featuring popularYouTube BeautyVloggers - Tracy & Stef (eleventhgorgeous) - Meghan Rienks (meghanrosette) - Blair Fowler (juicystar07) IN-STORE EVENTS
  27. 27. 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)
  28. 28. IN-STORE EVENTS Personal 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)
  29. 29. PINTEREST CONTENT
  30. 30. YOUTUBE CONTENT
  31. 31. INSTAGRAM CONTENT
  32. 32. ONLINE COMMUNITY Modeled similarly after Sephora’s Beauty Board & BeautyTalk 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
  33. 33. MEDIA EXECUTIONS PAID 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 • “TeamTarget” Program (exclusive contract with notable lifestyle bloggers/Instagram users) • Word of mouth • Social shares • Participation at in-store events • Instagram • Facebook • Twitter • Pinterest • YouTube
  34. 34. REVISITINGTHE SWOT STRENGTHS 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
  35. 35. 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 forTarget 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 forYouTube)
  36. 36. QUESTIONS?

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