Social Media and On-Line Retailing<br />What is the future?<br />Target & Missoni Launch<br />www.target.com<br />Mrs. Mia...
<ul><li>Target launches Missoniline on 9/13/11.
This special limited edition line at Target – 400 pieces of clothing & household items – are fashionable and low-priced.</...
<ul><li>Missoni - a high-end Italian fashion-house – has been owned and run by the Missonifamilysince 1953.
Target Launch - advertising campaign in many media outlets including:
On-Line, Video, Print, Television, Social Media, Special Events
http://www.missoni.com/ing.html</li></li></ul><li><ul><li>Missoni uses YOUTUBE for advertising with an “Official Channel”<...
TWITTER
Corporate Website</li></ul>http://www.missoni.com/ing.html<br />http://www.missoni.com/ing.html<br />
<ul><li>However, Missoni does not post anything about Target line on Facebook for fear of “bringing down” their exclusivit...
<ul><li>Target spent the last two years redesigning their on-line retailing site.
Was run by Amazon.com, but redesigned with SapientNitro.
This “new and improved” site was launched just 2 months before the Missonilaunch.</li></ul>SapientNitrois an interactive m...
Lines formed hours before the stores open at 8:00 a.m.<br />Fights inside of the store over merchandise all across the cou...
What happened on-line?<br />CRASHED!!!!   FOR FOUR STRAIGHT HOURS<br />Then posted the following screen:<br />
Tweeted apologies to its followers for the sites inaccessibility<br />We’re sorry?<br />
Target uses FB to announce launch<br />
But doesn’t use FB to apologize<br />
CNN, Fox and major news channels publish the following on all of their sites:<br />
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Target and Missoni - NDP

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Target and Missoni - NDP

  1. 1. Social Media and On-Line Retailing<br />What is the future?<br />Target & Missoni Launch<br />www.target.com<br />Mrs. Mia Walsh – September 13, 2011<br />
  2. 2. <ul><li>Target launches Missoniline on 9/13/11.
  3. 3. This special limited edition line at Target – 400 pieces of clothing & household items – are fashionable and low-priced.</li></ul>www.target.com<br />
  4. 4. <ul><li>Missoni - a high-end Italian fashion-house – has been owned and run by the Missonifamilysince 1953.
  5. 5. Target Launch - advertising campaign in many media outlets including:
  6. 6. On-Line, Video, Print, Television, Social Media, Special Events
  7. 7. http://www.missoni.com/ing.html</li></li></ul><li><ul><li>Missoni uses YOUTUBE for advertising with an “Official Channel”</li></ul>http://www.youtube.com/missoniofficial<br /><ul><li>FACEBOOK
  8. 8. TWITTER
  9. 9. Corporate Website</li></ul>http://www.missoni.com/ing.html<br />http://www.missoni.com/ing.html<br />
  10. 10. <ul><li>However, Missoni does not post anything about Target line on Facebook for fear of “bringing down” their exclusivity with their regular clientele.</li></ul>https://www.facebook.com/pages/Missoni/<br />
  11. 11. <ul><li>Target spent the last two years redesigning their on-line retailing site.
  12. 12. Was run by Amazon.com, but redesigned with SapientNitro.
  13. 13. This “new and improved” site was launched just 2 months before the Missonilaunch.</li></ul>SapientNitrois an interactive marketing, creative design & technology services agency that helps companies solve business challenges.<br />http://www.target.com<br />
  14. 14. Lines formed hours before the stores open at 8:00 a.m.<br />Fights inside of the store over merchandise all across the country<br />Sold out of mostly every product within the first two hours.<br />What happened at the stores?<br />Target – Towson, MD<br />
  15. 15. What happened on-line?<br />CRASHED!!!! FOR FOUR STRAIGHT HOURS<br />Then posted the following screen:<br />
  16. 16. Tweeted apologies to its followers for the sites inaccessibility<br />We’re sorry?<br />
  17. 17. Target uses FB to announce launch<br />
  18. 18. But doesn’t use FB to apologize<br />
  19. 19. CNN, Fox and major news channels publish the following on all of their sites:<br />
  20. 20. USE SOCIAL MEDIA TO BASH TARGET<br />Furious customers Tweeting, Facebookingetc. their dismay about the products being gone so quickly and not being able to order on-line.<br />
  21. 21. TARGET GETS BASHED FOR:<br />Not having enough merchandise<br />
  22. 22. TARGET GETS BASHED FOR:<br />Not being able to process on-line orders on-time<br />
  23. 23. And then on-line?<br /><ul><li>Products sold on ebay for triple or more – uploaded with the first hour</li></li></ul><li>Discussion Questions Homework<br />HOMEWORK: Use Blackboard to respond to one or more of these discussion questions (5pts)<br />Do you think social media options (Facebook, Twitter) benefited Target during this crisis? Why or why not?<br />Which different internet-based tools were used to communicate before, during and after this launch? Were some more successful than others?<br />
  24. 24. Discussion Questions Homework<br />How has the Internet and social media changed the way retailers have to do business?<br />What could Target have done differently to make this go more smoothly?<br />What do you think the future of retailing will look like in 5 years? 10 years? 20 years?<br />
  25. 25. Discussion Questions Homework<br />How did the launch differ between Target and Missoniin their on-line media advertising? Which products were used vs. not used?<br />How might Missoni have suffered during this launch? How does this compare to Target?<br />Items were being offered on ebay within hours of the launch. Why is this positive or negative for Missoni and Target?<br />Post your own question, thought or comment.<br />

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