Dive Brief:
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Target has discovered that millennial consumers are not quite as fond of it as, say, their mothers are, and is making changes across all channels to turn that around.
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Several new programs and ad campaigns by the retailers are designed to appeal to young shoppers and families, including mobile and fulfillment initiatives to make shopping and getting products easier.
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To that end, a new app, for example, will let shoppers know where things are in the store, offers will become more personalized, and the retailer is making in-store pickup and ship-from-store more widely available.
Dive Insight:
Target is finally upping its game by capitalizing on the success it has already had with mobile commerce and improving its shopping experience on the web and in stores. Observers say that, while Target has lagged in these areas, it’s not too late to catch up and create the kind of enthusiasm for its brand among younger shoppers that has been true for older ones.