Target Expands Fulfillment, Social Media Efforts For Holiday Shoppers
By Anna Rose Welch, executive editor
Company launches multi-channel holiday initiatives to improve customer service
In part of an overall effort to ease customers’ holiday shopping experiences, Target announced it will be expanding its in-store pick up program for products ordered online to all of its U.S. stores beginning November 1st. The store currently offers this program in half of its locations. This move will make Target a stronger competitor against other large retailers including Wal-Mart, Best Buy, and Sears, all of which have been offering similar services for the past several years.
While some analysts believe the Buy Online, Pick-Up in Store system (BOPS) could eliminate impulse purchases — an important portion of Target’s overall sales, Target executives find it necessary. Not only has research shown that 44 percent of consumers are more likely to shop at a retailer that offers BOPS service, but Target executives also remain firm this system will be more convenient for guests and will further integrate the shopping experience across channels.
“My Kind Of Holiday” Includes Cyber Monday
In addition, the company plans to promote the “Cyber Week” concept by airing an ad campaign from December 1st-3rd that informs consumers of Cyber Week deals, including Cyber Monday. Similarly, in what is declared by Target’s CMO, Jeff Jones, as the retailer’s “most digitally enabled effort ever,” the company will be airing its overall holiday campaign, “My Kind Of Holiday,” across broadcast, radio, in-store, catalog, and digital and social media channels.
This “My Kind Of Holiday” campaign is being implemented to emphasize the individuality of each consumer and his/her holiday experiences. According to Jones, this campaign “was inspired by guests’ stories about holiday traditions and the unique and personal ways they celebrate throughout the season. This campaign will inspire people with products and ideas, compel them with unbeatable prices and enable them to shop Target through the most digitally-enabled effort in our history.” Customers will be able to enter into the campaign’s conversations by using the hashtag #MyKindofHoliday.
Social media in particular is playing a key role in Target’s marketing campaign for the holiday season. The company announced it would be partnering with a sought-after event producer, David Stark, to create a holiday party planning resource on Pinterest called “Best. Party. Ever.” This resource will launch mid-November and will offer customers ideas and products to ease their party planning experiences during the busy and often stressful holiday season. The company will also be offering a “Holiday Catalog” on Pinterest that will include shoppable catalog spreads and videos highlighting other gift and party-planning ideas. These social media efforts, coupled with the extension of its Price Match Policy beyond the traditional 7-day window for the holiday, are setting Target up to be an affordable and more prominent retailer this holiday season.