Marketing plan on how to bring online traffic to retail stores.

1. Lindsey Campbell, Chris Satterfield,
Katie Miller, Jon Greene, Theresa Yang
E-commerce to Brick and Mortar
11/18/14

2. Meet the Team
Lindsey Campbell
Year: Senior
Major: Textile Apparel Management
Emphasis: Merchandising
Minor: Business
Hometown: St. Louis, MO
Interesting Fact: I have moved to five
different cities in my lifetime.
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3. Meet the Team
Chris Satterfield
Year: Senior
Major: Business Administration
Emphasis: Marketing
Minor: Music Performance
Hometown: Jefferson City, MO
Interesting Fact: I play cello for
Mizzou’s orchestra.
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4. Meet the Team
Katie Miller
Year: Senior
Major: Journalism
Emphasis: Strategic Communication
Minor: Textile Apparel Management
Hometown: Quincy, IL
Interesting Fact: I am a certified group
fitness instructor and teach seven
classes a week.
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5. Meet the Team
Jon Greene
Year: Senior
Major: Sports Management
Hometown: Kansas City, MO
Interesting Fact: I've had 4
concussions
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6. Meet the Team
Theresa Yang
Year: Senior
Major: Journalism
Emphasis: Strategic Communication
Minor: Business
Hometown: Shanghai, China
Interesting Fact: I have a cute
nickname called “Penguin”.
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7. Agenda
Pre-Analysis
SWOT Analysis
Target “Guest”
Recommendations
Post-Analysis
Next Steps
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8. Fast Facts
3rd largest discount retailer
• 1st - Walmart
• 2nd - Costco
First store – Roseville, MN, 1962
• 1,801 stores in 48 states; 133 stores in Canada
Focus on quality, focus on trends
• Affordable prices
• Clean stores
• Enjoyable shopping
Corporate Responsibility
• Give 5% of profits annually ($4 million each week)
Target.com – 1999
REDcard – 1995
Mobile Retailer of the Year – 2013
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9. Project Analysis
“How can Target use E-commerce and their
mobile platform as effective cross-channel
marketing tools to drive sales and
profitability at their in-store brick and
mortar locations?”
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10. Supporting Data/Research
Online retail spending grew 14% in 2013.
Global e-commerce sales made via mobile devices are
expected to top $638 billion in 2018. For perspective,
that was roughly the entire size of the world's e-
commerce market in 2013.
E-commerce sales will represent 8 percent of all retail
sales in the U.S. by 2014, up from 6 percent in 2009.
In 2009, 154 million people in the U.S. bought
something online, or 67 percent of the online
population (4 percent more than in 2008).
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11. Competitive Analysis
Walmart (Low Price)
• Weaknesses: attract lower class consumers, poor customer
service, poor employee benefits
• Strengths: distribution system, high profit margin, extreme
low prices
Nordstrom/Macy’s (Great Customer Service)
• Weaknesses: higher price, limited storage
• Strengths: exclusive in-store brands, great customer service
Amazon (Online/Convenience)
• Weaknesses: timeliness, intangible products
• Strengths: convenience, variety of items, easier in storing
products
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12. SWOT Analysis (Before)
Strengths
•Recognizable brand
•Social responsibility – education
•Strong online and mobile sites
•Quality store brands
•Clean stores
•Fashion apparel
•Strong employee presence
•Low prices
•Department variety
Weaknesses
•Credit card hack
•Higher costs than some competitors
•Higher prices than some competitors
Opportunities
•Young adult market (fashion)
•Strengthen store brands
•Adapt technology into stores
•International markets
•Become more personal
Threats
•Walmart and low-price competition
•Online competition
•Showrooming
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13. Target “Guest”
Median age of 40
Median household income of $64,000
Approximately 43% have children at home
About 55% have completed college
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14. Idea 1: Instagram
Enhance platform
Host Contests
Make your followers famous
Discounts through photo sharing when in
store
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15. Idea 1: Instagram
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16. Idea 1: Instagram
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17. Idea 1: Instagram Example
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18. Idea 1: Pros/Cons
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Pros:
• Go in with friends or family
and take photos
• Gain more followers
• Photo gets looked at by
millions of people
• Create customer interaction
and engagement throughout
the store
Cons:
• Cater more to younger teens
than adults
• Can only be used by people
with mobile devices and have
the app

19. Idea 2:
Geofencing/Geotargeting
Geofencing
Geo-fencing is a feature in a software program
that uses the global positioning system (GPS) or
radio frequency identification (RFID) to define
geographical boundaries.
Geotargeting
Customizing an advertisement for a product or
service to a specific market based on the
geographic location of potential buyers.
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20. Idea 2: Idea for Geofencing
Geotarget guests through
geofencing by sending a push
notification to their phone, with
customized deals and coupons.
47% of shoppers surveyed said
they’d be more likely to shop
with a retailer if offered
promotions while nearby.
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21. Idea 2: Geotargeting
Customization
App and REDcard calibration use location
services to find customers in 5 mile radius.
Allow to customize the deals/promotions
for Target guests.
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Think ahead: Plan for what they will buy, not what
they’ve purchased
• Example: Guest bought a baby outfit last christmas,
now will need an outfit for a toddler.

22. Idea 2: Geofencing Mobile
Coupon Example
Meet Susan (A Beloved
Target Guest)
Demographics
Age: 36
Married
Two Kids: Ages 7 and 11
Household Income: $75,000
Hometown: Overland Park, KS
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23. Idea 2: Pros/Cons
Pros:
• Get nearby potential guests
in the store
• Lead to impulse purchases
• Consumers love
customization
• Increased Red Card Members
equals Increased Target
loyalty
• Offer coupons for slow
moving items to increase
inventory turnover
Cons:
• Decrease profit margin for
couponed items
• Guests may see geotargeting
practice as intrusive
• Recent data breach has
consumers wary of having
Target Cards
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24. Idea 3: BOGO Holiday Toy Drive
Buy one Give one (BOGO)
Guests purchase item and
Target donates item of
similar value on guest’s
behalf.
Holiday Themed Toy Drive
Goal: 2.5 Million Toys
Donated to Children
Dates Dec. 1st-25th
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25. Twitter BOGO
Hashtag: #BOGO and
#TargetToyDrive
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26. Facebook BOGO
“Become a Real
Secret Santa for a
Child in Need”
Hashtag: #BOGO and
#TargetToyDrive
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27. Idea 3: Pros/Cons
Pros:
• Introduce New Social
Responsibility Platform
• Reach a variety of guests
through social media outlets
• Easily adaptable campaign
• Increase Target’s already
good Image on being
charitable
Cons:
• Limited reach with social
media
• Have to go into store to make
the transaction
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28. Recap
Idea #1: Instagram
• Enhance Instagram platform
Idea #2: Geofencing
• Target customers via geospotting with personalized
deals
Idea #3: BOGO
• In-Store Holiday Toy Drive using social media push.
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29. SWOT Analysis (After)
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Opportunity becomes a strength
• Young adult market (fashion)
• Strengthen store brands
• Adapt technology into stores
• Become more personal

30. To Do List
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Instagram
• Announce promotions and contests
• Employees encourage customers take photo in store
• Customers must photo share on instagram and use the
required hashtags to redeem discount
Geofencing/Geotargeting
• Inform guests of new REDcard feature
• Use guest purchase history to customize deals
• Turn on location services for Target
BOGO Holiday Toy Drive
• Find appropriate charity and pick out toys
• Create social media PR campaigns
• Promote largely on social media and have cashiers ask at
purchase in-store
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31. Works Cited
"Fact Sheet: Quick Facts About Target | Target Corporate." Fact Sheet: Quick Facts About
Target | Target Corporate. Target, 2013. Web. 16 Nov. 2014.
"Fast Facts | Target Corporate." Fast Facts | Target Corporate. Target, 13 Jan. 2009. Web. 16
Nov. 2014.
Schonfeld, Erick. "Forrester Forecast: Online Retail Sales Will Grow To $250 Billion By 2014."
TechCrunch. N.p., 08 Mar. 2010. Web. 18 Nov. 2014
Smith, Cooper. "US E-Commerce Growth Is Now Far Outpacing Overall Retail Sales." Business
Insider. Business Insider, Inc, 02 Apr. 2014. Web. 18 Nov. 2014.
"Target through the Years." Target through the Years. Target, 2014. Web. 16 Nov. 2014.
Tode, Chantal. "Target Is 2013 Mobile Retailer of the Year." Mobile Commerce Daily. Napean
LLC., 31 Dec. 2013. Web. 18 Nov. 2014.
"Top 100 Retailers." NRF. David P Schulz/ Island Pacific and NEC, 01 July 2014. Web. 18 Nov.
2014.
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32. Questions
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