marketing target case study

TARGETCourting Cross-Channel Shoppers

Katelynn BEYHMERMadison ELDER

Katie KINGCassandra TRENT

AGENDA

BACKGROUNDBUSINESS CHALLENGERECOMMENDATIONIMPLEMENTATIONFINAL THOUGHTS: CONCLUSIONS

TARGET MARKET

ACTIVE-LIFESTYLEFAMILIES

WOMEN

YOUNG ADULTS

TARGET: APP HISTORY

The key to a multichannel shopper is to capitalize on this app

“CARTWHEEL HAS IMPROVED SIGNIFICANT

LY”

“FUN NOTFUNCTIONA

L”

BEGINNING LATER

MAKE FUN AGAINRESTYLE

TARGET: WEBSITE

HISTORY OF CRASHING ISSUE OF TRUST

BENEFITTED FROM GAINING BACK CONTROL OF WEBSITE FROM AMAZON IN 2013

NOW IT IS TIME TO TAKE BACK THE MULTICHANNEL SHOPPER

THE CHALLENGE: PROBLEM STATEMENT

E-COMMERCE SALES ARE

GROWING, BUT BRICK &

MORTARSALES ARE LAGGING

E-COMMERCE

BRICK & MORTAR

WHY THIS IS A PROBLEM

DATA BREACHES

WEBSITE FAILURES

MILLENNIAL SHOPPING TRENDS

THE CHALLENGE: OBJECTIVE STATEMENT

“TRANSITION MORE

CONSUMERS INTO MULTICHANNEL

SHOPPERS.”

THE CHALLENGE: THE GAP

E-COMMERCE MULTI-CHANNEL

BRICK & MORTAR

OUR GOAL IS TO MAKE ALL SHOPPERS A MULTICHANNEL SHOPPER

O T

S

W

-Brand Recognition-Customer Segmentation

-Trust

-Loyalty Programs-Fitness Craze

-E-Commerce-Price Sensitivity

Introduce Branded Fitness Loyalty Program

DISCOUNTS

BUILD TRUST

HEARTWHEEL

=ONLINEGUESTS

+BRICK & MORTARGUESTS

HEARTWHEEL GETS YOU MOVING

HEARTHWEEL WILL BE THE ULTIMATE

LOYALTY INCENTIVE PROGRAM THAT WILL

BE THE 1ST OF IT’S KIND FOR A RETAILER

TO REWARD AN ACTIVE LIFESTYLE

SURVEY: WOULD A WORKOUT INCENTIVE PROGRAM MOTIVATE YOU?

74%

YES

HOW TO RUN UP SOME SAVINGS

SIGN UP ON CARTWHEEL INPUT YOUR STATSACCESS HEARTWHEEL

TRACK ACTIVITY TO UNLOCK REWARDS

=

HEARTWHEEL REWARDS

CEO, BRIAN CORNELL, SAYS THAT TARGETWILL FOCUS ON THE BIG 5 TO

TAKE THEMINTO NEW GROWTH.

HEARTWHEEL ALLOWS THE GUESTTO CHOOSE HOW THEY WOULDLIKE TO BE REWARDED

HEARTWHEEL REWARDS: EXAMPLES

THE BIG 5:WELLNESS

GROCERY

BABY

KIDS

STYLE

HEARTWHEEL REWARDS: EXAMPLES

THE BIG 5:WELLNESS

GROCERY

BABY

KIDS

STYLE

RUN 10 MILESGET A FREE

PROTEIN BAR.

HEARTWHEEL REWARDS: EXAMPLES

THE BIG 5:WELLNESS

GROCERY

BABY

KIDS

STYLE

BURN 10,000 CALORIES30% DISCOUNT ON

FRESH PRODUCE.

THE SOLUTION: A 4 STEP PLAN

STEP THREE

ROLLOUT

STEP ONEDEVELOPMEN

T

STEP TWO

MARKET

STEP FOUR

EVALUAT

E

STEP THREEROLLOU

T

STEP ONEDEVELOPMENT

STEP TWOMARKE

T

STEP FOUREVALUAT

E

DEVELOPMENT

• ADDITIONAL FEATURES• NO FINANCIAL INFORMATION• DEVELOP THE APP• TRAIN EMPLOYEES• CREATE CONSISTENCY

DATA SECURITY &

INTEGRATION

TRUST&

LOYALTY

STEP THREEROLLOU

T

STEP ONEDEVELOPMENT

STEP TWOMARKE

T

STEP FOUREVALUAT

E

• GOAL TO GAIN MILLENNIALS• 3 STRATEGIES

+DIGITAL MEDIA+EVENTS+WORD OF MOUTH

RECOGNIZABILITY&

EXCITEMENT

# OF APP

USERS

MARKET

STEP THREEROLLOU

T

STEP ONEDEVELOPMENT

STEP TWOMARKE

T

STEP FOUREVALUAT

E

• AMBASSADORS HELP:+EDUCATE+BUILD RELATIONS+CREATE TRUST

MOBILEAMBASSADORS

REPEAT USERS

REPEAT BUYERS

ROLLOUT

STEP THREEROLLOU

T

STEP ONEDEVELOPMENT

STEP TWOMARKE

T

STEP FOUREVALUAT

E

• GATHER DATA TO MEASURE SUCCESS

CUSTOMERNEEDS

LEARN

EVALUATE

FINAL THOUGHTS: CONCLUSIONBENEFITS

REGAIN TRUST

ENCOURAGE MULTICHANNEL USAGE

BE AT THE FOREFRONT OF INNOVATION

HEARTWHEEL…

….WILL HAVE YOU DOINGCARTWHEELS, IF IT

MEANS SAVINGS

THANK YOU!

TARGET MARKET THE GAP TRACK

APP HISTORY SWOT BIG 5

WEBSITE HEARTWHEEL HEARTWHEEL EX.

PROBLEM STATE. SURVEY 4 STEPS

OBJECTIVE STATE. APP SAVINGS CONCLUSION

SURVEY: RED CARD

85%

NOYES

SURVEY: FITNESS APPS

TOP 3:+FITBIT

+NIKE RUN+APPLE HEALTH

SURVEY: SUPERIOR PLACE TO SHOP

37%QUALITY

37%MERCH.MIX

IMPLEMENTATION5/1 6/1 7/1 8/1 9/1 10/1 11/1 12/1 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

Community

Education/ Training

Water

Sewage

Irrigation

Partner with Connect Africa NGO -

2015

Set up teaching farmHands on teaching

2016 2017

Identify key community goals

Build Community Development Agreements

Train personnel to manage VSLFund VSL/ Make initial loans

Install toilet systemSecure funding from VSL

Train 2 villagers to maintain toilet network

Purchase truck to transport produce

Partner with African Impact (education)

Drill wells/ install pumps/ treatment facility

Secure funding from VSLDig irrigation channels and install PVC pipes

Train 2 villagers to maintain pumps