Target shows evidence of test-and-fail learning experiences

Target, the retail giant, has drawn on lessons from strategic setbacks large and small to adapt its business in impactful ways.

Scores of brands talk about the theory of iteration, “test-and-learn”, and “failing forward”.

But Rick Gomez, evp/chief marketing and digital officer of Target Corp., took the rare step of providing some tangible examples of how admitting – and correcting – such missteps helped the retailer achieve a rapid-fire brand makeover.

And he offered delegates at the Association of National Advertisers’ (ANA) 2019 Masters of Marketing Conference three course corrections that have refocused its strategy:

  • Correcting a Flawed Loyalty Program
  • Rebuilding Community Engagement
  • Proliferation of Target-Owned Brands

These fixes were vital to Target’s overall health and performance, “because our brand DNA...

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