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Target Presentation
- 1. CASE COMPETITION MARINA BALTAEVA MINHYE(ANNA) KIM MARYIA NIKITSINA NIRVANI HARRIRAM JASMINE MINGO CHRISTINE URBAN GROUP 4
- 2. What’s the BIGISSUE? I think that Target offers fresh produce I think that Target offers fresh dairy products I think that Target offers fresh meat
- 3. S AGENDA • The GroceryIndustry • Where Does Target Corp. Stand? • Our Objective • Key Insights • Implementation • Additional Recommendations • Recommendation in action
- 4. GROCERY industry McKitterick, Will.Supermarkets & Grocery Stores in the US. Rep. no. 44511. N.p.: IBISWorld Industry Report, January 2015. IBISWorld. Web. Key External Driver Healthy eating index
- 5. GROCERY tech Online Delivery Service In-store Food Displays Apps to Buy,Learn, And Get Discounts
- 6. TARGET’S competition Costco Whole Foods Sameday delivery Instacart Scan IT! ShopWell FoodEssentials Apps UberEssentials Amazon Fresh Online stores
- 7. TARGET’S reaction Yogurt & Granola Candy& Snacks Beer & Wine Fresh Meat & Produce
- 8. TARGET’S desires • Differentiatefrom Wal-Mart • Attract young shoppers • Attract “urban dwellers, younger families, and Hispanics” *http://www.wsj.com/articles/target-to-focus-on-seven-food-categories-in-grocery-revamp-1425327752 • Add more organic/natural foods • Less packaged foods •Desire for “localized assortment” of foods
- 9. OBJECTIVE How can weenhance Target’s product display and increase consumer engagement using technology?
- 10. SURVEY: Who Responded? 35%18-24 36% 25-34 7% 35-44 11% 45-54 7% 55-64 4% > 65 Age 31% < $25K 24% $25K-35K 15% $35K-50K 13% $50K-75K 18% > $75K Income
- 11. SURVEY: Change inCourse of the respondents do not use any of Target’s mobile applications of the respondents do not follow Target on any social media channels
- 12. SURVEY: Change inCourse 65% More than half of the respondents would not like to see their photos and recipes displayed in Target stores
- 13. SURVEY: How doyou shop? 61% 5% 29% 4% in-store mobile online other
- 14. SURVEY: Shopping atTarget Only 30% of respondents buy Grocery items at Target Only 32% of respondents buy Health & Wellness products at Target
- 15. SURVEY: Consumers’ Values Freshness56% Low Prices 20% Quality Products 18% Location 11% Healthy Options 9% Wide Variety of Products 7% In-Store Convenience 1% Home Delivery, Customer Service, In-Store Pick Up 0%
- 16. SURVEY: Consumers’ Opinion Sustainable, 87% NotSustainable, 13% SustainabilityInvolvement
- 17. IMPLEMENTATION Using Whole Foodsas a benchmark:
- 18. DIGITAL signage Baruch touch screens Storeof the future
- 19.
- 20. STEP 1: Opportunities Currentuse of digital interactions
- 21. STEP 2: Whatdo you need? http://www.ravepubs.com/wp-content/uploads/2013/10/Metrics-and-Analytics-for-ROI-in-Digital-Signage-10-3- 13.pptx BUSINESS Objectives CONTENT Marketing Activity DESIGN Purpose SOFTWARE Scheduling OPERATIONS -Installation -Maintenance CONNECTIVITY -Wired -Wireless -Internet HARDWARE Displays
- 22. STEP 3: DigitalExperience
- 23. STEP 4: MeasureROI http://www.ravepubs.com/wp-content/uploads/2013/10/Metrics-and-Analytics-for-ROI-in-Digital-Signage-10-3- 13.pptx • Did you meet objectives? • Call to action •Divide screen: • Time spent on parts of screen • Types of people who noticed screen • Interactive survey responses • Prompt results w/coupon
- 24. STEP 5: FutureTracking Intel’s Anonymous Video Analytics • Sensor • Audience impression metric software • Intel Core Processor
- 25. STEP 5: FutureTracking cont’d. Can Detect: • Age bracket • Gender • Distance • Attentive (Yes/No) Adapts ad content on screen to above info • Ads become relevant
- 26. EVALUATION for Ads http://www.ravepubs.com/wp-content/uploads/2013/10/Metrics-and-Analytics-for-ROI-in-Digital-Signage-10-3- 13.pptx •1 in 3 consumers bought product after seeing on digital signage • Dynamic digital signs receive 10 times more eye contact
- 27. USE #1:Dynamic Advertising Makequick and easy changes to the digital display to show updates and new information.
- 28. Engage customers “Enter for achance to win a $100 grocery gift card!” USE #2: Contests Instant winner!
- 29. USE #3: RecipeSearch There is a gap between searching for a recipe at home and visiting Target to purchase groceries. Rid the gap with digital signage. Walnut Banana Bread Pudding GROCERY LIST
- 30. RECOMMENDATION in action Installone 42” touch screen monitor in Target stores to increase awareness of Target’s fresh produce through increased engagement
- 31. RECOMMENDATION in action Place Here Wherewould it go?
- 32. RECOMMENDATION in action Howmuch would it cost? One 42” display = about $1650 Annual energy costs = $288 per display • Startup costs/energy consumption – low • Maintenance and repair costs – high
- 33. RECOMMENDATION in action Howcan this increase sales? • Buy from screen • CityTarget • Target Express • Non-perishables • Decrease space for packaged goods • Increase space for fresh produce
- 34.
Editor's Notes
- #28 When there is an over supply of goods, or a new shipment is coming in, last minute in-store discounts are offered. Not everyone picks up the coupon booklet as you enter, so the digital display can reflect that information. Conveniently show all the info.
- #30 Search a recipe on the digital display. Find which items are sold at Target. Locate the aisle the items are placed.
- #34 2 cases for how they increase sales Main aim = generate more revenue; acts as digital salesperson Adidas Digital Signage Boosts Sales by 40% partnering with Intel to create the 3D interactive virtual footwear wall Showing their complete line of footwear (stores couldn’t fit it all – 200 vs. 4000 products) View product, features, rotate 360, social media commentary about product, MAKE DIRECT PURCHASE Increase in footwear sales by 40%