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Target Launches Consumer-Focused Holiday Initiatives

Thursday October 24th, 2013 - 11:14AM


Target has launched an array of promotions that tie its retail brand into year-end holidays. Among them, Target’s marketing campaign will endeavor to establish a relationship with consumers under the theme "My Kind of Holiday."

The retailer also is highlighting key products available for the year-end period including Threshold home and entertaining items and Nate Berkus at Target collection home accents and decor. Target also will spotlight what it terms guest favorites for the kitchen including Nespresso and Vitamix items as well as beauty merchandise such as new Sonia Kashuk Bath & Body products and prestige-quality hair care products from Toni & Guy, the retailer stated.

Target asserted that the 2013 holiday marketing campaign would inspire and celebrate the big and small traditions that make celebrations personal. With a November launch, the initiative will extend across broadcast, radio, in-store, catalogs, digital and social media, and the retailer will invite guests to join the effort by using the hashtag #MyKindofHoliday, the retailer related.

For the second year, Target announced that it will stretch the timeframe of the company’s holiday season Price Match Policy beyond the typical seven-day window.

Under the Cartwheel program, which it launched in May, Target will advance online selling efforts with an app that allows users to choose from hundreds of offers including hot holiday gifts. Among the web-based bargains, one-day-only deals, at 30% to 50% off, focus on gift-oriented merchandise.

As regards social media, Target is teaming up with event producer David Stark, to offer guests a unique party planning resource on Pinterest called Best.Party.Ever. From mid-November, the promotion gives guests access to ideas and how-to’s, as well as product and décor recommendations. Stark and a team of associates will curate the content.

To provide additional holiday gifting and entertaining notions, Target Holiday Catalog Pinterest boards will include catalog spreads and links to videos filled with tips and ideas. Top pinned items will feature in Target stores and on Target.com.

The retailer also is launching loyalty program initiatives. Target REDcard holders receive an additional 30-day extension on Target’s standard return policy that covers nearly all REDcard purchases made at Target and Target.com.

In addition, Target is launching a new Store Pickup service that allows digitally connected guests to save time by buying items online and picking them up the same day at a nearby store where they are in stock, the company noted. The service began rolling out in select stores in October and should be up and running at all U.S. stores by November 1, Target added.