target case(final)-american marketing association team 6
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2016 Target Case Competition
American Marketing Association
“Our mission is to make Target the preferred
shopping destination for our guests by
delivering outstanding value, continuous
innovation and an exceptional guest
experience.”
Problem
Weak Online Presence
Solution
Smartphone App
Enhancement
Source: Free People
Source: Free People
Problem
Disorganized Softline
Solution
Smart Rack
Soft Line ProductsStart
Problem
Delayed Checkout
Solution
Spot Cart
Fitting Room
1
2
3
4
5
Understanding Consumer Behavior
Video Mining
“Our mission is to make Target the preferred
shopping destination for our guests by
delivering outstanding value, continuous
innovation and an exceptional guest
experience.”
Short
Term
Mid-
Term
Long Term
Question
s?
Q&
ACompetitio
n
Financial
Validation
Spot
Cart
Smart
Rack
App
Enhancement
Video
Mining
COMPETITION
Mobile Payment
Automated InventorySorting
Physical Store
TABLE OF CONTENTS
$0
$50,000
$100,000
$150,000
$200,000
$250,000
1/1/17 1/1/18 1/1/19 1/1/20 1/1/21 1/1/22 1/1/23
Traditions vs. Innovations
New Method
Traditional
FINANCIAL VALIDATION
TABLE OF CONTENTS
FINANCIAL VALIDATION
TABLE OF CONTENTS
What About Impulse Purchase?
TABLE OF CONTENTS
New Generation’s Shopping Habits
Changed
Better Online Experience=More Impulse
Purchases
Efficient and Direct Consumer Behavior
Why Smart Rack?
TABLE OF CONTENTS
New automated sorting system
Increase Efficiency
Less Work Load On Employees
Well-Organized Soft Lines
Why Implement Social Media
TABLE OF CONTENTS
Content
DistributeCustomer Engagement
Increase Brand Awareness
Why Video Mining?
TABLE OF CONTENTS
Filter Employee Out of Traffic Data
Understand Shopping Patterns of
CustomersMeasure The Impact of Marketing
Promotion and Offers
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