Target: Back to college after-hours shopping events

Category: SME-Retailer: Seasonal/Event
Brand/client: Target / Target Corporation
Lead agency: Periscope

State of the marketplace & brand's business

Going in to the 2013 Back to College season, Target recognized the following market conditions:

  • Sales are strong, but growth is coming from more commodity items in the basket
  • Since 2010, the number of Students shopping BTC has declined
  • The 12-17 year old guest segment has the lowest brand affinity of all segments
  • Target is uniquely positioned among competitors

Because our scope was confined to the Event Marketing, there is no specific/relevant competitive-spend information available.

Strategic marketing challenge