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Target Group Presentation

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Kara Brosio

on 8 January 2014

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Transcript of Target Group Presentation

Target: Back to School
Meet the team
History
Nicole Andrews
Major: Business Marketing

Hometown: Batavia, IL

Expected Graduation Date:
May 2014

Last Item Purchased at Target:
Market Pantry Tortellini
Major: Business Marketing

Hometown: Vernon Hills, IL

Expected Graduation Date:
May 2014

Last Item Purchased at Target:
Archer Farms Trail Mix

Kara Brosio
Billy Martin
Major: Business Marketing

Hometown: Sweet Springs, MO

Expected Graduation:
May 2014

Last item purchased from Target:
Up&Up Toothbrush
Patrick Mulvihill
Major: Journalism,
Strategic Communications

Hometown: Saint Louis, MO

Expected Graduation:
May 2014

Last item purchased from Target:
30 oz. carton of Goldfish
Amber Sheppard
Major: Business Marketing & Economics

Hometown: Pleasant Hill, MO

Expected Graduation:
May 2014

Last item purchased from Target: Crayola Crayons
First store opened in 1962 in Roseville, MN

Currently 1797 stores in US, 91 in Canada

Ranked No.10 by Fast Company in 2013 on list of the 50 Most Innovative Companies

Gives back $4 million per week to communities

#36 on Fortune 500
Project Objective
Our project objective is to help Target improve overall sales and profitablity in both Back to School and Back to College seasons.
Competition
Pre-SWOT
Strengths
Strong brand
Store organization
Successful Back to School
marketing campaign
Weaknesses
Store congestion &
long lines during
peak periods

Overworked and understaffed teams during busy seasons
Opportunities
Set trends for convenience
shopping
Integrate Target and Cartwheel mobile apps
Personalized guest
vibe
Threats
Strong competitors
Online shopping to avoid lines
Target Market
“From our department store roots to the debut of our stores in Canada, our history reveals our passion for innovation and creating great shopping experiences.”
The typical Target guest is educated,
modern, and independent.
42 years old
Earn roughly $63,000
80% have attended college
43% have children at home
76% of Target guests female
Strong online &
mobile presence
Strengths
One app for everything
Reduce carbon footprint
Easy to locate products
Cut labor cost
Opportunities
Continue to pioneer new
technologies
Utilize SCAC software
Threats
Copy cat retailers
Weaknesses
Technologically impaired
guests
Loss prevention concerns
Post-SWOT
#1 on Fortune 500

$469.2 billion in revenue


#49 on Fortune 500

$61.1 billion in revenues


Logistics
- Reward for first-time users
- SCAC checkout lines
- Bag dispensers on each aisle
- In-store advertising for App
Benefits
More personalized and convenient
shopping experience
No integration required
Savings
Cost-free
Cuts checkout time by 50%
Consumer shopping behavior

40% say that they actually never intended to shop online,
but did so after poor customer service and support in stores
Of the 1,900 shoppers surveyed, 59% say they received poor or average service in stores where they recently shopped
#122 on Fortune 500

$24.7 billion in revenues

Can use technology for
other holiday seasons
myTARGET
Mobile App

Works Cited
- "Fortune 500 2013." CNN Money. (2013): n. page. Web. 11 Nov. 2013. <http://money.cnn.com/magazines/fortune/fortune500/index.html>.

- McCarthy, Barry. "The Vanishing Checkout Lane: Will Toda'ys Point of Sale Satisfy
Tomorrow's Retail Customers?." FirstData. (2009): 1-10. Web. 11 Nov. 2013. <http://www.firstdata.com/downloads/thought-leadership/fd_pos_whitepaper.pdf>.

- Swift Shopper Commercial. 2013. Video. YouTubeWeb. 08 Nov 2013.

- "Target Reports Second Quarter 2013 Earnings." (2013) Web. 8 Nov. 2013. <http://pressroom.target.com/news/target-reports-second-quarter-2013-earnings>.

- Wilson, Chad. Swift Shopper Chief Operations Officer. Telephone & Email Interviews. 8-11 Nov 2013.
Questions?
Consumer Shopping Behavior Provided by SCAC
• Traffic Flow Through Stores

• Items Picked Up and in What Sequence

• Items deleted (Taken out of cart)

• Demographics and Purchases (With loyalty card)

• Suggestive Sales
 E.g. If shopper scans a lunchbox, a target coupon for a for a pencil case will pop up

SCCS Can Save Target Money
Back to School Stats
67.1% of back to school shoppers will visit their favorite
discount store to purchase school supplies

37.3% of these consumers will shop online

40.6% will shop at an office supply store

Target more effectively utilized social media for its back to school campaign
Smartphone Consumer Assisted Checkout (SCAC) Example
Smartphone Consumer
Assisted Checkout:

More and more retailers are enabling guests to use mobile devices for checkout

Use of smartphone technology decreases checkout time

Places control in consumers' hands (much like self checkout
Mobile Commerce Statistics
One SCAC vendor predicts checkout times for users could go down all of the way from 3 minutes and 16 seconds to 30 seconds if Target would designate 3-5 lines specifically for smartphone checkout.


This means if 3% of Target guests adopted SCAC technology immediately and this number increased to a projected 16% over the course of 5 years…

$117 million saved in labor costs after 1 year
$5 billion after 5 years




Back-to-School and Back-to-College is a perfect opportunity to implement this technology.

The typical guest will be young, tech-savvy and eager to avoid long lines and in-store congestion.

Time is money.
Three Recommendations
for you today:

1. Smartphone Consumer Assisted Checkout (SCAC) on mobile app
2. Improve list functions on mobile app
3. In-store Location Service Map
4 out of 5 consumers use smartphones to shop.



Of the 70 percent of shoppers who used a mobile phone while in a retail store during the holidays, 62 percent accessed that store’s site or app and only 37 percent of respondents accessed a competitor’s site or app.
Within five years, half of today’s smartphone users will be using mobile wallets as their preferred payments method.
According to digby.com Mobile Industry Statistics
According to digby.com Mobile Industry Statistics
According to digby.com Mobile Industry Statistics
myTARGET Mobile App
Improved in-store shopping experience by integrating Cartwheel and Target applications

Target Guests now have one place to make lists, compare items, locate items in the store, browse online
myTARGET SCAC
Target guests can scan and bag their items as they shop

Scanning items into the app will create a barcode for the entire purchase
myTARGET
Elementary List
Teachers can add their school supply lists to myTARGET for the Red Card promotions

Eliminates need for physical lists, helps mothers find deals through integrated coupon function
myTARGET
Customizable Lists
List function allows guest to create customized checklist

Items on list are matched to merchandise in store, "?" can help compare similar items, display coupons and suggest complementary items

Magnifying glass activates store map and merchandise locater
myTARGET Map
myTARGET mobile app launches locational services, enables store map, and then tracks merchandise location

Map can collect guest data, tracks store movement for further improvements on Target store layout
The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones.
According to digby.com Mobile Industry Statistics
Full transcript