2013-12-29 17:35:35 - Recently published research from MarketLine, "Target Corporation: Holiday strategy 2013", is now available at Fast Market Research
The US holiday season, typically defined as the period between Thanksgiving and Christmas day, is a key period for retailers, and brings new challenges on a yearly basis. This case study analyzes Target's strategy to gain custom during the 2013 holiday season, and how it is responding to challenges posed by general macroeconomic conditions, time restraints and the rise of digital commerce.
Features and benefits
* This report investigates how Target is shaping its holiday 2013 campaign in order to react to a number of retail and consumer trends.
* This case study looks at how Target is aiming to gain holiday 2013 custom through its marketing efforts, promotional activity and services offered.
US consumers are likely to spend less during holiday
2013, and are therefore on the lookout for the best value deals in the lead up to Christmas. Furthermore, a relatively short holiday season in 2013, as well as the rise of e-commerce and online initiatives, will pose further challenges to Target in holiday 2013.
Although competitors are aiming to elongate the holiday period by starting their advertising and promotional campaigns early in 2013, Target is instead opting for a later launch, and will have a greater focus on Thanksgiving in 2013. The company is also opening its stores earlier on Thanksgiving Day in order to further capitalize on Black Friday.
Target is bolstering its social media activity, making its key holiday slogan a Twitter hashtag, as well as having an active engagement with other social media services, such as Pinterest. Furthermore, Target is offering store pickup and is focusing on its Cartwheel offers app in an attempt to bridge the gap between e-commerce and physical retail.
Full Report Details at
- www.fastmr.com/prod/759011_target_corporation_holiday_strategy_2 ..
Your key questions answered
* What challenges does Target face in holiday 2013?
* How is Target looking to bolster its value proposition for holiday 2013?
* How is Target attempting to maximize revenues from the shorter holiday season in 2013?
* How, and why, is Target leveraging social media in holiday 2013?
* What strategies is Target employing to challenge online-only retailers in holiday 2013?
Report Table of Contents:
FACTORS IMPACTING HOLIDAY
Consumer confidence is low in spite of economic recovery
Holiday 2013 is shorter than usual
E-commerce and social media are becoming increasingly important
PROMOTING VALUE FOR MONEY
Previous attempts at premiumization have ended badly
Target will directly advertise pricing in holiday
Price matching initiatives will keep Target competitive
Target's REDcard promotions can bolster its value appeal
MAXIMIZING REVENUE FROM HOLIDAY
Target is not starting its holiday campaign too early
Target will look to leverage Thanksgiving to a greater degree
Attempts to further exploit Black Friday
FOCUS ON E-COMMERCE AND DIGITAL CHANNELS
Target will directly advertise its e-commerce platform on television.
Target is focused on 'cyber' deals
Target is looking to bridge the gap between digital and physical retail
Target's "Store Pickup" service blends e-commerce with its store network
The Cartwheel app capitalizes on consumer movement to mobile devices
Target is placing a greater emphasis on social marketing
Target is looking to utilize Facebook for mobile advertising
Target is increasing its engagement with Pinterest
Target has responded well to challenges and opportunities in its holiday 2013 strategy
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