Target's turn-around: boosting sales with creative segmentation in Australia
Low Lai Chow and Anna Hamill
Mat Medcalf, the former head of digital for Target and Coles, is the first to admit that Target, one of Australia's most established retail brands, was flummoxed by the digital media revolution.
Declining sales and Australia's heavily competitive retail market were taking their toll on Target's bottom line. As revenue continued to slump, it became clear that the company's marketing strategy was stuck in the past.
According to Medcalf, who spoke at the eTail Asia conference in Singapore, the retailer's traditionally-oriented marketing strategy...