The increasingly savvy mobile marketing and digital advertising gurus at Target believe they have put the retail giant on pace to have a monster holiday shopping season.
At least one thing is for sure. 2014 will be better than 2013 for Target. How could it not?
Last year, Target had some serious trouble with the holiday shopping season, including a massive post-Thanksgiving security breach that affected thousands of credit card numbers. A new ecommerce website, launched at the beginning of the shopping season did nothing to help declining sales. In order to not repeat last year’s blunders, Target has come up with a progressive, targeted plan to make sure that they take advantage of the year’s biggest shopping season—and they should. Like most retailers, Target makes at least 20% (more like 40%) of their total year’s profits during the holidays.
So, what changes were planned ahead of the holiday marketing bonanza? To start, the retailer has gone back to basics, namely, brand names at lower prices. Nate Berkus was only the latest in Target’s long line of designers who have made “just for Target” lines. This year, they are going to ramp it up, with even more big name brands funneling their merchandise toward target.
Specifically, the charity-shoe company Toms is partnering with Target, with a fifty-piece collection that will be exclusive to Target, just during the holiday shopping season. In fact, the merchandise just launched in stores over the weekend. Why Toms and why the holiday season? Tom’s track record of philanthropy is a great selling point for consumers during the season of giving.
If you skipped Target last year for the holidays, will you be returning on Black Friday as the holiday shopping season officially gets underway?