When I think about how brands “talk” to their customers effectively, I always think of Target. This goes back a few years now, but Target was a brand that listened in social media and used social media to learn not only what customers where saying about them, but also how they talked about them. They paid close attention to their customer’s voice and it has paid off for them in a big way.
Let’s go to “Tar-jay”
From Retail Drive:
“Social media has been key for the retailer getting its “Tar-jay” image back. The brand has 29 million followers across Facebook, Instagram and Twitter. While 24 million of those consumers come by way of Facebook, interestingly, Target treats each social channel with a different content mindset. Facebook and Twitter posts present, at times, fun posts such as: “Hello, I’m a Target. You may know me from my greatest hits including: ‘I only need one thing.’ ‘This is only a dollar?!’ ‘I should’ve grabbed a cart.’ And, ‘Thanks, I got it from Target.’ Such whimsical notes are mixed with more transactional content such as discount reveals or buy-one-get-one-free (BOGO) offers.” Target has figured out that one size doesn’t fit all when it comes to listening to their customers. Segmenting the customer’s voice between each social platform is a strategy that has worked!
So, Tar-Jay just sounds sexier and more affluent. This appealed to the Gen Z and Millennial crowd quite a bit as they were able to shop for fun stuff much cheaper than going to specialty stores. I am sure Target listened by using traditional market research, as well as social. Customer feedback, mystery shopping, focus groups, along with social research are all effective ways to listen to your customer’s voice.
Need to Make a Target-Run
“How does every Target run end up costing me at least $50?” “Because you say you’re only getting milk and paper towels, and then you come home with 12 other things.”
What came first the chicken or the egg? In this case, Target brilliantly coined this term and it resonated with their shopper base. This marketing message stuck with consumers for over 20 years! A few years back they began to develop the saying a bit more.
Target Run and Done
You can now listen to people say, Target, run and done! Target’s Shipt service (Target acquired the start up company back in 2017), has allowed for huge growth in same-day delivery, drive up service and curbside pick up.
“At its core, it’s a campaign designed to help our guests make the most of their day, and an important step in making Target America’s easiest place to shop,” Rick Gomez, executive vice president and chief marketing officer at Target, said in a blog post.
Whether you are talking about Tar-Jay, Target Run, or Target Run and Done, it all revolves around one thing. Consumers enjoy shopping at Target. What more can you ask for?