retail strategy: "targeting" the multicultural female shopper"

REFLECTIONS OF HER Bringing Project Mirror to Life

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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.

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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.

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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.

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SHE HAS OPTIONS…

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VALUE PROPOSITIONS ARE NARROWING

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AND WHAT’S THE WORTH OF ‘VALUE’ ANYWAY?

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SHE PERCEIVES ‘VALUE’ IN DIFFERENT WAYS

RATIONAL JUSTIFICATION

EMOTIONAL PARTICIPATION

EXPECT MORE. PAY LESS.!

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THE EXPERIENCE OF ‘VALUE’

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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.

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HER CONSIDERATION BARRIER

FOR ME

NOT FOR ME ‘SPEND’ TO BENEFIT

‘SAVE’ TO BENEFIT

WORTH IT

FOR ME

BELIEF

EXPECT MORE. PAY LESS. = RELEVANCE

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HER REALITY

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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.

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‘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.

WORK

FAMILY

CIVIC

FRIENDS

SOCIAL

ORG.

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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.

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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…

GUEST

PERSON

RESIDENT

PERMANANCY

USEFUL ACCESSIBLE RELIABLE

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SHE SHOPS TARGET HOLISTICALLY

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EVOLVING THE RELATIONSHIP FORWARD…

STORE

ETHNIC BEAUTY

ONE-SIZE-FITS-ALL

OBSERVATION

EXPERIENCE

BEAUTIFUL

ESPECIALLY FOR ME

REFLECTION

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AS A RESIDENT SHE WILL INVITE OTHERS OVER

MASS FOOD & GENERAL TO DISCOUNTER

NATIONAL DRUG TO MASS

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PRIDE

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PRIDE = REFLECTION

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…AND A COMMUNITY OF WOMEN WILL ‘MIRROR’ HER

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THE INNER CIRCLE: THE ‘LENS’ BY WHICH SHE SEES TARGET

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TARGET WILL BECOME A REFLECTION OF HER EXPERIENCE

PRIDE

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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.

HER SHOPPING EXPERIENCE ALONE WILL PROVE THAT TARGET CARRIES ‘BEAUTY PRODUCTS FOR ME’!

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Is any mass retailer really taking her beauty needs

seriously?

Target can – and asks for Her loyalty in return.

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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.

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Beautify loyalty badge on signifies that she subscribes to Target

beauty

Vendor partners provide valuable first-look samples

Utilize mobile to spread the word, get new promo deals and earn additional

rewards for passing savings on

Tie in with Essence 40th Anniversary Celebration – 40 Fierce Beauty Buys or $40 Beauty Looks with customized

inbook drive-to-retail

Partner with Mikki Taylor to elicit Beautify talk-value and curate “for her”

products -- stock the top 5 products she believes she can’t get at mass

retail!

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PRIDE

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Entrepreneurialism is in her blood. And now Target is her big break.

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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.

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A digital hub hosts entries, nominations and voting

Local news and radio promote the effort and

advocate for local entrants

Social networking mobilizes her support

group

Channel Red Network features the back story of the

products on-shelf

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PRIDE

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She relies on her community to stay related.

Target harnesses the power of her community for the greater good of the greater deal.

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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.

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Mobile and online sign up and savings sharing

Channel Red Network features hometown tales of communities mobilizing in

social savings efforts

Saving is a community movement as points accrue to

benefit local libraries

The Target receipt is the new community bulletin

board for local organizations to promote upcoming happenings –

enables the community to support local libraries

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PRIDE

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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.

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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.

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Design Star Season 2 winner Kim Myles embarks on a journey to launch her own brand of lifestyle goods. We will chronicle from concept to production; along the way, she provides tips for other DIY women to follow. Series concludes with Kim’s line available in Target stores for purchase.

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.

Target celebrates Sam Fine’s 20 yrs of beautifying African American women. An exclusive-to-Target beauty line release and DVD content anchors this initiative.

DIY Style with Kim Myles

Sam Fine for Target: Beauty Products and Tips for Her

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PRIDE

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She knows that nothing creates stronger families than

meaningful time spent together.

Target champions Friday nights and makes it family night.

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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.

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‘Mom’ blogs propagate

suggestions and requests for future

Family Fridays packages

Local organization bulletins promote

unique savings and deals for her group

Gifting opportunity by encouraging people to purchase a year-long subscription to Target

Family Fridays for friends and relatives

Local newspaper events section to promotes Target Family

Fridays as a weekly community happening

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PRIDE

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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.

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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.

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A digital hub hosts entries and

nominations while highlighting these women’s stories

Major media partner announces honorees, garners

Target press coverage, and hosts gala event

Broadcast highlights on BET Centric provide critical mass awareness

Local replication as stores partner with local newspapers and news stations to recognize

women in their community

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