Target Presentation

CASECOMPETITIO

NMARINA BALTAEVA MINHYE (ANNA) KIM MARYIA NIKITSINANIRVANI HARRIRAM JASMINE MINGO CHRISTINE URBAN

GROUP

4

What’s the BIG ISSUE?

I think that Target offers fresh produce

I think that Target offers fresh dairy products

I think that Target offers fresh meat

S

AGENDA

• The Grocery Industry• Where Does Target Corp. Stand?• Our Objective• Key Insights• Implementation• Additional Recommendations• Recommendation in action

GROCERY industry

McKitterick, Will. Supermarkets & Grocery Stores in the US. Rep. no. 44511. N.p.: IBISWorld Industry Report, January 2015. IBISWorld. Web.

Key External Driver

Healthy eating index

GROCERY tech

Online Deliver

y Service

In-store Food

Displays

Apps to Buy,

Learn,And Get

Discounts

TARGET’S competition

CostcoWhole Foods

Same day delivery Instacart

Scan IT!ShopWell

FoodEssentials

Apps

UberEssentials

Amazon Fresh

Online stores

TARGET’S reaction

Yogurt & Granola

Candy & Snacks

Beer & WineFresh Meat & Produce

TARGET’S desires• Differentiate from Wal-Mart

• Attract young shoppers

• Attract “urban dwellers, younger families, and Hispanics”

*http://www.wsj.com/articles/target-to-focus-on-seven-food-categories-in-grocery-revamp-1425327752

• Add more organic/natural foods

• Less packaged foods

•Desire for “localized assortment” of foods

OBJECTIVE

How can we enhance Target’s product

display and increase consumer engagement

using technology?

SURVEY: Who Responded?

35% 18-2436% 25-347% 35-44

11% 45-547% 55-644% > 65

Age

31%

< $25K

24%$25K-35K

15%$35K-50K

13%$50K-75K

18% > $75K

Income

SURVEY: Change in Course

of the respondents do not use any of Target’s mobile applications

of the respondents do not follow Target on any social media channels

SURVEY: Change in Course

65%

More than half of the respondents

would not like to see their photos

and recipes displayed in Target stores

SURVEY: How do you shop?

61%

5%

29%

4%in-store mobil

eonlin

eother

SURVEY: Shopping at Target

Only 30% of respondents buy Grocery items at Target

Only 32% of respondents buy Health & Wellness products at

Target

SURVEY: Consumers’ Values

Freshness 56%Low Prices 20%

Quality Products 18%

Location 11%

Healthy Options 9%

Wide Variety of Products

7%

In-Store Convenience 1%

Home Delivery, Customer Service, In-

Store Pick Up0%

SURVEY: Consumers’ Opinion

Sustainable, 87%

Not Sustainable, 13%

Sustainability

Involvement

IMPLEMENTATIONUsing Whole Foods as a benchmark:

Installinteractive digital signage

DIGITAL signage

Baruch touchscreens

Store of the

future

CURRENT displays

STEP 1: Opportunities Current use of digital

interactions

Target’s Baby 360

STEP 2: What do you need?

http://www.ravepubs.com/wp-content/uploads/2013/10/Metrics-and-Analytics-for-ROI-in-Digital-Signage-10-3-13.pptx

BUSINESS

Objectives

CONTENTMarketing Activity

DESIGNPurpose

SOFTWARE

Scheduling

OPERATIONS-Installation

-Maintenance

CONNECTIVITY-Wired

-Wireless-Internet

HARDWARE

Displays

STEP 3: Digital Experience

STEP 4: Measure ROI


• Did you meet objectives?• Call to action

•Divide screen:• Time spent on parts of screen• Types of people who noticed screen

• Interactive survey responses• Prompt results w/coupon

STEP 5: Future TrackingIntel’s Anonymous Video

Analytics• Sensor• Audience impression metric software• Intel Core Processor

STEP 5: Future Tracking cont’d.

Can Detect:• Age bracket• Gender• Distance• Attentive (Yes/No)

Adapts ad content on screen to above info• Ads become relevant

EVALUATION for Ads


• 1 in 3 consumers bought product after seeing on digital signage

• Dynamic digital signs receive 10 times more eye contact

USE #1:Dynamic Advertising

Make quick and easy changes to

the digital display to show

updates and new

information.

Engage customers

“Enter for a chance to win a $100 grocery

gift card!”

USE #2: Contests

Instant winner!

USE #3: Recipe SearchThere is a

gap between searching

for a recipe at home

and visiting Target to purchase groceries.

Rid the gap with digital

signage.

Walnut Banana Bread PuddingGROCERY LIST

RECOMMENDATION in action

Install one 42” touch screen

monitor in Target stores to increase

awareness of Target’s fresh

produce through increased

engagement


Place Here

Where would it go?


How much would it cost?

One 42” display = about $1650

Annual energy costs = $288 per display

• Startup costs/energy consumption – low

• Maintenance and repair costs – high


How can this increase sales? • Buy from

screen

• CityTarget• Target Express

• Non-perishables

• Decrease space for packaged goods

• Increase space for fresh produce

Thank you!

Target Presentation

Marketing

Transcript of Target Presentation