Targeting the multicultural retail/big box shopper

1. REFLECTIONS OF HER
Bringing Project Mirror to Life

2. 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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3. 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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4. 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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5. SHE HAS OPTIONS…
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6. VALUE PROPOSITIONS ARE NARROWING
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7. AND WHAT’S THE WORTH OF ‘VALUE’ ANYWAY?
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8. SHE PERCEIVES ‘VALUE’ IN DIFFERENT WAYS
EXPECT MORE. PAY LESS.
!
RATIONAL EMOTIONAL PARTICIPATION
JUSTIFICATION
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9. THE EXPERIENCE OF ‘VALUE’
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10. 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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11. HER CONSIDERATION BARRIER
EXPECT MORE. PAY
LESS. = RELEVANCE
FOR ME
FOR ME ‘SAVE’ TO BENEFIT
BELIEF
NOT FOR ME ‘SPEND’ TO BENEFIT
WORTH IT
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12. HER REALITY
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13. 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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14. ‘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.
SOCIAL
CIVIC
WORK
FAMILY
ORG.
FRIENDS
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15. 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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16. 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…
PERSON
GUES
T
RESIDENT
PERMANANCY
RELIABLE ACCESSIBLE USEFUL
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17. SHE SHOPS TARGET HOLISTICALLY
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18. EVOLVING THE RELATIONSHIP FORWARD…
STORE EXPERIENCE
ETHNIC BEAUTY BEAUTIFUL
ONE-SIZE-FITS-ALL ESPECIALLY FOR ME
OBSERVATION REFLECTION
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19. AS A RESIDENT SHE WILL INVITE OTHERS OVER
MASS FOOD & GENERAL TO DISCOUNTER
NATIONAL DRUG TO MASS
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21. PRIDE
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22. PRIDE = REFLECTION
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23. …AND A COMMUNITY OF WOMEN WILL ‘MIRROR’ HER
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25. THE INNER CIRCLE: THE ‘LENS’ BY WHICH SHE SEES TARGET
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26. TARGET WILL BECOME A REFLECTION OF HER EXPERIENCE
PRIDE
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27. HER SHOPPING EXPERIENCE ALONE WILL PROVE THAT
TARGET CARRIES ‘BEAUTY PRODUCTS FOR ME’!
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.
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29. Is any mass retailer
really taking her beauty needs
seriously?
Target can – and asks for
Her loyalty in return.
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30. 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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31. Beautify loyalty badge
Vendor partners
on signifies that she Utilize mobile to spread
provide valuable
subscribes to Target the word, get new promo
first-look samples
beauty deals and earn additional
rewards for passing
savings on
Partner with Mikki Taylor to elicit
Beautify talk-value and curate “for her”
products -- stock the top 5 products Tie in with Essence 40th Anniversary
she believes she can’t get at mass Celebration – 40 Fierce Beauty Buys
retail! or $40 Beauty Looks with customized
inbook drive-to-retail
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32. PRIDE
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33. Entrepreneurialism is in her blood.
And now Target is her big break.
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34. 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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35. A digital hub hosts entries,
nominations and voting Social networking
mobilizes her support
group
Local news and radio
promote the effort and
advocate for local Channel Red Network
entrants features the back story of the
products on-shelf
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36. PRIDE
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37. 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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38. 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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39. Saving is a community
Mobile and online sign movement as points accrue to
up and savings sharing benefit local libraries
The Target receipt is the
new community bulletin
Channel Red Network board for local
features hometown tales of organizations to promote
communities mobilizing in upcoming happenings –
social savings efforts enables the community to
support local libraries
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40. PRIDE
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41. 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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42. 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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43. 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.
DIY Style with Sam Fine for Target: Beauty
Kim Myles Design Star Season 2 Products and Tips for Her
winner Kim Myles embarks
on a journey to launch her
Target celebrates Sam
own brand of lifestyle goods.
Fine’s 20 yrs of
We will chronicle from
beautifying African
concept to production; along
American women.
the way, she provides tips for
An exclusive-to-Target
other DIY women to follow.
beauty line release
Series concludes with Kim’s
and DVD content
line available in Target stores
anchors this
for purchase.
initiative.
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44. PRIDE
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45. 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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46. 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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47. ‘Mom’ blogs
Gifting opportunity by
propagate
encouraging people to purchase
suggestions and
a year-long subscription to Target
requests for future
Family Fridays for friends and
Family Fridays
relatives
packages
Local newspaper events section Local organization
to promotes Target Family bulletins promote
Fridays as a weekly community unique savings and
happening deals for her group
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48. PRIDE
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49. 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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50. 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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51. A digital hub hosts
Broadcast highlights on BET Centric
entries and
provide critical mass awareness
nominations while
highlighting these
women’s stories
Local replication as
stores partner with local
Major media partner newspapers and news
announces honorees, garners stations to recognize
Target press coverage, and women in their
hosts gala event community
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