Target's New Marketing Campaign To Showcase Omni-Channel Services
By Megan Zielinski, contributing writer
On June 13, Target announced the launch of new marketing campaign featuring the store’s omni-channel services including, Store Pickup, Subscriptions, and Cartwheel — the three highest-ranked solutions that enable customers to stay organized, save time, and save money.
The campaign is designed to show customers the digital aspects of the Target brand, shifting the view of Target as just a brick-and-mortar store.” We want our guests to know that Target has digital solutions that fit the needs and pace of their lives,” said Janet Roller, group manager, Target Marketing. The new campaign promotes the three solutions on Target’s YouTube page, presenting viewers with engaging TV commercials relatable to everyday situations while incorporating the convenient services, and educational videos about each service is featured on the Target website.
With Store Pickup, customers place online order of goods available at their local Target store for a convenient one-stop pickup at the Guest Service Desk. Target sends a confirmation to customer when their order is ready. When orders are placed before 5pm, customers can expect items to be ready within four hours of ordering. Any time after or orders placed after store closing can expect items the following business day. If the customer is at home and their spouse is out, returning home from work, Target does allow one alternative pickup person to pick up items with a valid photo ID. With this service, Target does the shopping for you.
Customers have access to Target Cartwheel through mobile, tablet, or computer. Rolled-out in May of last year, Cartwheel integrates Target’s wide selection of deals on products with social sharing. Through Cartwheel, customers can browse hundreds of offers on products from the source or through friend’s activities, and add up to ten items to their cartwheel list for in-store purchase. “Cartwheel bridges the in-store experience with social technology to help our guests discover and share personalized deals and inspiration with their friends,” said Casey Carl, president of multichannel at Target.
By using Target’s Subscription service, customers have the opportunity to place online orders of essential items, choosing from a selection of over 1,000 products and with free shipping provided, Target delivers the goods at the time and day requested, each month. With 5 percent off all orders, free shipping, and an additional 5 percent off when customers use their Target REDcard—this service has been favored by Target customers for the convenience and savings it provides.
An additional part of the campaign includes marketing in the new tested TargetExpress store this July, located in Minneapolis. The condensed store will be available to customers for quick shopping trips in the urban location. Customers can expect to find a wide variety of products such as, beauty, grocery, pharmacy, and grab-and-go consumables. Customers will also find a selection of products not commonly found in typical express stores including a range of electronics, home products, seasonal items, as well as a department dedicated to University of Minnesota featuring fan merchandise. "This is an exciting opportunity to test and learn as we continue exploring new ways to meet our guests’ needs and exceed their expectations,” says John Griffith, executive vice president, Property Development.
Target will continue to expand upon marketing strategies as the year progresses toward the holiday shopping season.