Retail Strategy: "Targeting" the multicultural female shopper"
- 1. REFLECTIONS OF HER Bringing Project Mirror to Life
- 2. THE BRIEF Create a big idea that will drive the core AA female guest - Savvy, discerning, HOH modern mothers with ‘growing’ kids at home - to make Target her destination for all of her life & style needs by convincing her that Target has all the brands and product solutions that she has been ‘shopping’ for elsewhere. SCALABLE. TARGETED MEDIA. DIALOGUE. 1 TRANSLATION + TARGET
- 3. HOW WE WENT ABOUT IT Humbly. We carefully reviewed, studied, and tested your analysis of the AA guest shopper. Mostly, we observed her…attitudes & behaviors to shopping, and how she relates to herself and ‘community.’ THE TRUTH. PERSPECTIVE. OPPORTUNITY. 2 TRANSLATION + TARGET
- 4. THE TARGET EXPERIENCE ISN’T DESIGNED FOR ALL OF HER Target democratized style, making it universally accessible - redefining designer value. She relates to that proposition for some ‘things’ in her life. She is conditioned to seek specific branded product solutions where replenishment and fulfillment is easiest, especially in beauty & hair. EXPECT MORE. PAY LESS. = MORE EMPATHETIC. LESS PATRONIZING. 3 TRANSLATION + TARGET
- 5. SHE HAS OPTIONS… 4 TRANSLATION + TARGET
- 6. VALUE PROPOSITIONS ARE NARROWING 5 TRANSLATION + TARGET
- 7. AND WHAT’S THE WORTH OF ‘VALUE’ ANYWAY? 6 TRANSLATION + TARGET
- 8. SHE PERCEIVES ‘VALUE’ IN DIFFERENT WAYS EXPECT MORE. PAY LESS. ! RATIONAL EMOTIONAL PARTICIPATION JUSTIFICATION 7 TRANSLATION + TARGET
- 9. THE EXPERIENCE OF ‘VALUE’ 8 TRANSLATION + TARGET
- 10. CONSUMER INSIGHT The modern shopping experience still doesn’t reflect the values and sensibilities of the contemporary AA female shopper. Her needs and wants, identity, image, and arguably self-worth have been compromised through a ‘marginalized’ shopping experience that doesn’t reflect her. SEGMENTATION. GRANULARITY. OPPORTUNITY COST. 9 TRANSLATION + TARGET
- 11. HER CONSIDERATION BARRIER EXPECT MORE. PAY LESS. = RELEVANCE FOR ME FOR ME ‘SAVE’ TO BENEFIT BELIEF NOT FOR ME ‘SPEND’ TO BENEFIT WORTH IT 10 TRANSLATION + TARGET
- 12. HER REALITY 11 TRANSLATION + TARGET
- 13. HOW TO BEGIN TO PERSUADE HER Because of Target’s legacy of stylish communications, the AA female shopper closely associates and perceives Target in a fashion-sense. She has perceptually ‘up-positioned’ the Target experience beyond the ordinary and everyday. 12 TRANSLATION + TARGET
- 14. ‘WOM’ HAS ALREADY REACHED HER. GO BEYOND… You will never convince her Target is ‘for her’ by telling her “it’s for her.” As she experiences “Expect more. Pay less.” – benefits designed for her - and intuitively compares this experience with another, she will naturally communicate this with her community, regardless of medium. SOCIAL CIVIC WORK FAMILY ORG. FRIENDS 13 TRANSLATION + TARGET
- 15. TARGET MUST ‘RESET’ HER EXPECTATIONS The expectation of ‘more’ is a brand promise that is clearly evident to her through each stage of her shopping experience; comparatively speaking, she will innately look for ‘less’ value. She is empowered through such a proposition, but Target must credibly deliver against this anticipation. 14 TRANSLATION + TARGET
- 16. GETTING CLOSER TO THE ‘INSIDE’ OF HER Requires a mutual respect and trust. You’ve gotten to know her pretty well, now invite her in… PERSON GUES T RESIDENT PERMANANCY RELIABLE ACCESSIBLE USEFUL 15 TRANSLATION + TARGET
- 17. SHE SHOPS TARGET HOLISTICALLY 16 TRANSLATION + TARGET
- 18. EVOLVING THE RELATIONSHIP FORWARD… STORE EXPERIENCE ETHNIC BEAUTY BEAUTIFUL ONE-SIZE-FITS-ALL ESPECIALLY FOR ME OBSERVATION REFLECTION 17 TRANSLATION + TARGET
- 19. AS A RESIDENT SHE WILL INVITE OTHERS OVER MASS FOOD & GENERAL TO DISCOUNTER NATIONAL DRUG TO MASS 18 TRANSLATION + TARGET
- 21. PRIDE 20 TRANSLATION + TARGET
- 22. PRIDE = REFLECTION 21 TRANSLATION + TARGET
- 23. …AND A COMMUNITY OF WOMEN WILL ‘MIRROR’ HER 22 TRANSLATION + TARGET
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- 25. THE INNER CIRCLE: THE ‘LENS’ BY WHICH SHE SEES TARGET 24 TRANSLATION + TARGET
- 26. TARGET WILL BECOME A REFLECTION OF HER EXPERIENCE PRIDE 25 TRANSLATION + TARGET
- 27. HER SHOPPING EXPERIENCE ALONE WILL PROVE THAT TARGET CARRIES ‘BEAUTY PRODUCTS FOR ME’! More than 50% of African American women believe that “it is hard to find products designed for me.” She is cynical and not persuaded easily by imagery, words or claims. To combat skepticism, we can’t tell her. We need to show her. BRAND THE ‘BEAUTY EXPERIENCE.’ DRAW UPON HER PRODUCTS, HER SHADES AND THE AISLE ITSELF AS OUR MOST POWERFUL PROOF POINT. OWN ‘BEAUTY.’ AND THEN MAKE IT HER OWN. 26 TRANSLATION + TARGET
- 29. Is any mass retailer really taking her beauty needs seriously? Target can – and asks for Her loyalty in return. 28 TRANSLATION + TARGET
- 30. Target redefines the loyalty rewards program for mass retail, introducing the first beauty rewards initiative that celebrates African American beauty. By enrolling her in the Beautify Rewards ProgramTM, we will fuel the interest and incentives that drive her to the store. 29 TRANSLATION + TARGET
- 31. Beautify loyalty badge Vendor partners on signifies that she Utilize mobile to spread provide valuable subscribes to Target the word, get new promo first-look samples beauty deals and earn additional rewards for passing savings on Partner with Mikki Taylor to elicit Beautify talk-value and curate “for her” products -- stock the top 5 products Tie in with Essence 40th Anniversary she believes she can’t get at mass Celebration – 40 Fierce Beauty Buys retail! or $40 Beauty Looks with customized inbook drive-to-retail 30 TRANSLATION + TARGET
- 32. PRIDE 31 TRANSLATION + TARGET
- 33. Entrepreneurialism is in her blood. And now Target is her big break. 32 TRANSLATION + TARGET
- 34. Target champions the efforts of local women- owned businesses by offering the opportunity to have their products featured at Target. The local community is mobilized to nominate and select the products that make it onto shelves at their local Target stores. 33 TRANSLATION + TARGET
- 35. A digital hub hosts entries, nominations and voting Social networking mobilizes her support group Local news and radio promote the effort and advocate for local Channel Red Network entrants features the back story of the products on-shelf 34 TRANSLATION + TARGET
- 36. PRIDE 35 TRANSLATION + TARGET
- 37. She relies on her community to stay related. Target harnesses the power of her community for the greater good of the greater deal. 36 TRANSLATION + TARGET
- 38. Target Social SavingsTM mobilizes her inner circle and enables her to expect more, save more and work with her community to generate more value. Consumers are encouraged to register in teams and once signed up, a promotional code is generated and members of that team begin saving and accumulating points for future rewards! The more your share, the more you save. 37 TRANSLATION + TARGET
- 39. Saving is a community Mobile and online sign movement as points accrue to up and savings sharing benefit local libraries The Target receipt is the new community bulletin Channel Red Network board for local features hometown tales of organizations to promote communities mobilizing in upcoming happenings – social savings efforts enables the community to support local libraries 38 TRANSLATION + TARGET
- 40. PRIDE 39 TRANSLATION + TARGET
- 41. Her friends are her family. Loyalty and caring go hand-in-hand. Target establishes that special bond with her, becoming a source she can rely on. 40 TRANSLATION + TARGET
- 42. Target brings together a dynamic group of influencers who ‘get’ her and her lifestyle needs. The Target InnerCircle™ provides the advice she can rely on. 41 TRANSLATION + TARGET
- 43. The Neely’s Famed Food Network stars, the Neely’s, introduce new recipes with the offerings from Target Grocery section. In-show product placement offers added exposure for Target. DIY Style with Sam Fine for Target: Beauty Kim Myles Design Star Season 2 Products and Tips for Her winner Kim Myles embarks on a journey to launch her Target celebrates Sam own brand of lifestyle goods. Fine’s 20 yrs of We will chronicle from beautifying African concept to production; along American women. the way, she provides tips for An exclusive-to-Target other DIY women to follow. beauty line release Series concludes with Kim’s and DVD content line available in Target stores anchors this for purchase. initiative. 42 TRANSLATION + TARGET
- 44. PRIDE 43 TRANSLATION + TARGET
- 45. She knows that nothing creates stronger families than meaningful time spent together. Target champions Friday nights and makes it family night. 44 TRANSLATION + TARGET
- 46. Target will introduce a monthly themed series of Family FridaysTM activity packages – complete with what she needs for game night, movie night, baking, arts-and- crafts, etc. By bundling the products Target already carries, we create new opportunities for product promotion while opening her eyes to new categories and offerings from Target. 45 TRANSLATION + TARGET
- 47. ‘Mom’ blogs Gifting opportunity by propagate encouraging people to purchase suggestions and a year-long subscription to Target requests for future Family Fridays for friends and Family Fridays relatives packages Local newspaper events section Local organization to promotes Target Family bulletins promote Fridays as a weekly community unique savings and happening deals for her group 46 TRANSLATION + TARGET
- 48. PRIDE 47 TRANSLATION + TARGET
- 49. She fuels her own inspiration by celebrating the trials and triumphs of others. Target honors African American women who have a story of inspiration to tell. 48 TRANSLATION + TARGET
- 50. Target launches Live In ColorTM – an annual event honoring women who are positive role models in the local community. A celebrity honoree and host adds cachet, and local support abounds as women are selected from communities to be honored alongside celebrity honoree. 49 TRANSLATION + TARGET
- 51. A digital hub hosts Broadcast highlights on BET Centric entries and provide critical mass awareness nominations while highlighting these women’s stories Local replication as stores partner with local Major media partner newspapers and news announces honorees, garners stations to recognize Target press coverage, and women in their hosts gala event community 50 TRANSLATION + TARGET
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