TARGETAiming for the Bullseye

Presentation By: Abbey Theban, Cassie Vick, Lisa Wilken & Alex Vahhaji

Meet The Team

Abbey Theban:Strategic Communication

Cassie Vick: Textile & Apparel Management

Alex Vahhaji:Sales

Lisa Wilken:Electrical Engineering

Target v. Cartwheel

Target App

• Target’s Online Store• Offers online promotions• Links to Cartwheel’s

separate app• Highlights: Target List

feature

Cartwheel

• In Store Coupon App• Separate from Target app• Redeem savings in-store

only• Highlights: Collections

feature

SWOT: Before Implementation

Strengths

• One of the largest retailers in US

• One of the most loved companies in US

• Already have a fairly strong mobile presence

• Apps are diversified, despite having many of them

• Target market is a large and diverse group of people

• Great online presence, including social media •

Weaknesses

• Too many apps• Low app ratings and reviews• Consumes storage space &

battery• Target • Cartwheel by Target• Target Ticket• Target Wishlist• Target Registry• In a Snap

• Increasing online sales, while declining in-store sales

SWOT: Before Implementation

Opportunities

• Growing following of Millennials

• More mobile/online presence opportunities

• Innovative company• Always finding new ways to

expand and create

• Larger company = larger budget for creative/new endeavors

Threats

• Data breaches• People not downloading

all of the apps• People resistant to change• Other large retailers

proficient in e-commerce and that offer flexible delivery/in-store pick up options• Amazon & Wal-Mart

The Solution: Introducing…

The Beauty of Bullseye• This little app will do BIG things for Target• Bullseye = Aiming straight at your Target guests• All-inclusive and easy to use!• Implementing Flexible Fulfillment

• Getting guests hooked on great

merchandise by browsing online,

but getting them the savings if they

step into the store

• The Goal• Combine and compare online offers

and in-store coupons in one cohesive

app!

Features• So where’s Cartwheel?

• Cartwheel will now become its own feature within the app and will have its own icon in the menu button below

• “Featured” Home Screen• Will now combine online deals with

Cartwheel offers • Browse and compare online and

Cartwheel deals without switching back and forth between apps

• Click Cartwheel to access your barcode and scanner for an easier, quicker in-store shopping experience• Scan and save in store with just

one click

Features

• “Find” Icon• Search feature remains same with

barcode icon for optimizing in-store shopping

• Use the barcode in store to find the product you want online

• OR use the barcode to scan items to find potential Cartwheel offers matching the item’s barcode

• Shopping Cart • Remains the same except…• Ability to add Cartwheel deals to promote

in-store pick-up instead of buying online

Features• My Profile

• Will now include:• My Favorites

• Based on recent purchases, search history, etc.

• My Pharmacy• Separate login for privacy• Find out when prescriptions are

available for pick-up• Contact your physician or

pharmacist to renew prescription• My Cartwheel

• Your recent activity, suggested items and badge information

Features• Say Goodbye to “My List”• And say hello to its better looking

sibling… My Collection!• Combination of Target List feature

and Collections feature from

Cartwheel app

• With our new combined app “My Collection” will take on a whole new meaning to “try before you buy”

• My Collection will turn into a fashionable and functional way to put items (clothing, home décor, etc.) together into categorized groups to pick up in store (or buy directly online)

• This feature will allow you to search Bullseye’s entire site and put items together into a visually appealing picture collage

• Each Collection will give you the total price of your combined items AND let you know which items have coupons/discounts available for them via Cartwheel

• Add your Collections to your shopping cart with ease for a fast purchase or quick in store pick up!

• Like the collection tab on Cartwheel, My Collection will also be able to suggest items to you in their own PRESET COLLECTIONS that are similar to what you have selected in your different Collections

Introducing: Push Notifications

• Push Notifications are the new trend in mobile advertising• Guests will be able to opt-in for Push Notifications after

downloading the app• Push Notifications will be sent to:

• Remind guests about items left in their shopping cart• Offer online and in-store incentives, advertise new deals, products,

etc.• Encourage guests to sign up for a Target REDcard

• Information for Push Notifications will be based on guests’ recent searches, favorites, purchases, location, etc.

Push Notifications

• Push notifications are becoming an incredibly powerful communications channel and can be sent even when the user isn’t engaged with the app

• Because the channel is so personal, it’s easy to take advantage of it• Target can use geo-detection to find out when a customer last

visited their store or when a customer is nearby, and can then push out a relevant notification

SWOT: After Implementation

Strengths

• Consolidation of apps• Personalization aspect• Interactive Push

Notifications draw guests into the store

• App is user friendly and easy to download

• Encourage in-store pick up through My Collections

Weaknesses

• Singular app will require more storage space• But nothing compared to all

of the apps together

• Puts smaller emphasis on other apps that Target may find important

• Must alert guests of app changes/deletions• Inform guests how to use

new applications

SWOT: After Implementation

Opportunities

• More in-store and online sales thanks to My Collections and push notifications

• More people looking at and downloading app

• Allows for customization• More Target REDcard

applications and uses

Threats

• Consumers resistant to change

• Data breaches• May cause more work for

Target’s app developers• Cost of new development• Other retailers copying

Target’s new strategies

Benefits For Guests• Free up storage space in guests’ phones with just one

app• Offer Cartwheel deals throughout the app to get guests

into the store instead of shopping online• Personalized for the guest• Alerted and informed of important sales, coupons and

new items• More likely to become brand loyal

Benefits For Target• Grossly improve app ratings

• Currently 1.5 for Target & 2.5 for Cartwheel

• Push notifications • Increase awareness and sales of Target REDcard• Increase online and in-store sales due to reminders, deals, and new

products

• Easy Implementation• Less app interfacing for programmers to change & easy to frequently

update

• Increased store traffic due to integration of Cartwheel deals into all aspects of the Bullseye app• Encourage in-store pick up through the My Collection feature on the

Bullseye App

• Competitive Advantage over large scale retailers

Take our advice and aim for the…

Thank you for your time!