Target in big multichannel holiday push; rolling out in-store pickups
Minneapolis – Target Corp. is making a big online push for the holidays, including expanding its in-store pick-up program for products ordered online to all of its U.S. stores by Nov. 1 (the service is now available in about half of the chain’s locations). And for the first time, Target will promote the concept of Cyber Week, with an ad campaign Dec. 1 through Dec. 3 that focuses on Cyber Week deals including Cyber Monday.
Target’s overall holiday campaign, themed “My Kind Of Holiday,” will extend across all channels, including broadcast, radio, in-store, catalogs, digital and social media.
Beginning in November, Target will invite consumers to join the conversation by using the hashtag #MyKindofHoliday. The company is also bringing social media into its stores and its catalogs. Starting Nov. 18, Target will highlight about 100 holiday products across all areas of its stores that have been trending well on Pinterest. It will also make reference to Pinterest in its holiday catalogs.
In other key initiatives, the discounter is extending the timeframe of its price match policy for the holiday season beyond the typical-seven day window. If a customer purchases a qualifying item at Target between Nov. 1 and Dec. 21 and then finds it for less at Target.com, a local competitor’s printed ad or at select online retailers, Target will match the price.
Take a look at the first TV spot, set to air next week: