Executive Summary

American Marketing Association (A) - Team 6

Objectives: Our proposals are aimed at further enhancing the shopping experience of guests at

Target, both in-store and online. The ideas that we are proposing will help Target serve the

needs of the millennial generation and younger shoppers who look for convenience and

demand swift service. They will help Target improve their online presence, make processes

more efficient, help guests save money on purchases, and drive brand loyalty.

Problems: Disorganized soft line; Weak online presence; Non user-friendly interface for

smartphone apps; Delayed checkout in stores.

Proposals:

Smart Rack: An automated sorting system that will sort garments into their respective

categories by scanning their barcodes and delivering them to separate compartments.

Digital Front Enhancement: Improving guests’ online experience through in-store mobile

payments using Target app, product recommendations, reviews and subscriptions.

Video Mining Technology: An in-store analytics system using Beacons to study shopping

patterns of guests.

Spot Cart: A system wherein guests can scan the products that they want to purchase

and collect them in a cart waiting for them at checkout.

Financial overview and benefits: Implementing these technologies would have a large initial

cost but implementing them in the long run will be cost effective as they will quickly pay for

themselves. The use of many of these technologies would cut the required size of the store and

cutting employee workload and utility costs.