The landscape of retail in the U.S. is a terrain full of nuances. Although some companies like Walmart, Amazon, and Target compete in the same market, each has followed its own path to adapt to new consumer demands. However, in Target's case, its latest decisions haven't been well received by everyone.
In an environment where competition is fierce, marketing strategies and company decisions can have significant repercussions. Recently, Target has made some decisions that have surprised its customers, causing many of them to question its direction.
Target and its focus on e-commerce
Target, unlike other giants like Amazon or Walmart, has taken a more cautious approach regarding its e-commerce efforts. Although its online division has grown notably, it wasn't until 2024 that it launched its Target Circle 360 program, a move that came quite late compared to its competitors. Despite the delay, Target has managed to keep a loyal customer base, who prefer to visit physical stores instead of shopping online.
Target's new e-commerce hasn't taken off as quickly as was desired (esperado), which has caused the chain to fall behind in some aspects. Nevertheless, the company is working to strengthen its presence in this area, which includes offering more attractive discounts and promotions, such as the 20% discount for students.
The Target controversy
The biggest drawback for Target in recent years has been the series of boycotts it has faced due to its social policies. Some customers have criticized the chain for being too open with certain social issues, while others believe the company hasn't done enough regarding inclusion. This has caused a sense of confusion among consumers, which has affected its brand image.
To overcome these controversies, Target has decided to launch advertising campaigns focused on back-to-school, one of its most profitable seasons. Under the slogan "Hi Mom, I'm at Target," the campaign seeks to connect emotionally with college students and their parents, highlighting the accessibility and convenience of shopping at Target. In addition, the "All of the Above" campaign is aimed at younger students and teachers, with a focus on the affordability of the products the chain offers.
Despite these efforts, Target's decision to move forward with this strategy has left many customers surprised. While some consider the campaign an opportunity to win back its customer base, others feel the company should've done more to improve its image before continuing with advertising campaigns.