It’s hard to even remember
the time before “Cyber Monday”- the time when “Black Friday” was the only game
in town and you had to bundle up to brave the cold, November temperatures to
score the latest digital gadget or hottest new toy. But now, we can comfortably sit in our pajamas,
waiting for the digital channel to go live.
Marketers are taking an
aggressive approach to expanding the convenience associated with online
shopping by allowing customers to purchase online and pick-up in the
store. This way customer can avoid the
crowds, but still have access to their purchase without having to wait for
delivery. Target has rolled out this
service to all of its retail outlets (where previously it had only been available
in half).
Target is also entering
into the competitive TV advertising space to publicize the promotions available
for Cyber Monday. Target has produced
over 20 commercials inspired by the hashtag #mykindofholiday to highlight the
various ways in which people celebrate. The
campaign is fully integrated with the social media strategy to create a true
omni-channel experience to the customer.
For example, Target will highlight 100 products in its stores that have
been trending well on Pinterest and will allow people to pin images/videos from
its online catalogs to a digital pinboard.
While marketers have been
emphasizing just this type of integrated, omni-channel experience, it will be
interesting to see how marketers measure the success of such programs. Is having a Pinterest driven approach to
product selection a strategy that demonstrates measurable returns to the
business? Surely savvy companies like Target, Walmart, and Amazon will quickly
figure out what the value is and others will follow suit.
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