Unprecedented shopper traffic was seen at Target on Black Friday, according to president, CEO and chairman, Gregg Steinhafel, who also said the retailer provided exceptional service without offering much insight into sales.
Target spent an estimated $28 million on advertising November 3-7, which netted it nearly 12% of retail traffic during Thanksgiving weekend, according to data released this week from Kantar Media Ad Intelligence and Placed.
Given the overwhelming emphasis on e-commerce, mobile apps and digital initiatives this holiday season, Target offered a trip down memory lane on its website, where it showcased some interesting marketing efforts.
Early this week, Target began to generate traffic to its e-commerce site ahead of Cyber Week. They offered REDcard holders an exclusive online Black Friday preview sale, and Cartwheel app users Black Friday-like deals.
Target created A Bullseye View a little more than two years ago as an innovative digital platform to achieve a deeper level of engagement with those who have an interest in all things Target. Billed as a behind-the-scenes magazine, A Bullseye View was recently relaunched to incorporate new features and functionality to build upon its original mission. The corporate and social public relations team responsible for the initiative is led by Eric Hausman, who spoke recently with Target Supplier News about what’s different, why content rules and the role of brands in the publishing space.
Target is getting ready for the holidays with a big multichannel push that includes expanding its in-store pick-up program for products ordered online to all of its U.S. stores by Nov. 1 — a service that is now available in about half of the chain’s locations.
Target is enlisting Jonna Mendez, a former CIA officer, who will serve as a “Kids’ Gift Detective.” Inspired by her years of CIA experience, Mendez will offer online tips and techniques via a video series at ABullseyeView.com where she works with popular mom bloggers.
Following the lead of specialty retailers such as Lululemon and Athletica, Target has unveiled an exclusive collection of fashion-forward lifestyle apparel for men, women and children — C9 by Champion — just in time for the fall and holiday season.
Multichannel integration hasn’t exactly been Target’s strong suit to date, but this holiday season could be different if the company is able to successfully roll out an order online, pick up in store service.
Target’s entry into the world of video streaming with a service called Target Ticket is said to offer instant access to 15,000 titles and serve as an alternative to the Apple’s iTunes, Walmart’s Vudi and Netflix.