ORLANDO\u2014With 1,800 stores, Target\u2019s biggest challenges don\u2019t include size. \u201cWe\u2019re big. We have scale,\u201d says CMO Rick Gomez. The trick is to seem small as the chain expands and tries to provide a singularly unique shopper experience on the ground and online.<\/p>\n

It\u2019s a situation that many retailers would love to find themselves in, Gomez explains in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing<\/a> conference.<\/p>\n

\u201cThe retail industry is going through a massive transformation,\u201d Gomez says. \u201cIf you read the headlines, what you\u2019re reading about is there are so many retailers that are on the verge of bankruptcy or actually going bankrupt. They\u2019re closing stores.<\/p>\n

\u201cThose retailers that are going to survive are going to be the ones that can invest to create a differentiated, compelling guest experience.\u201d<\/p>\n

For Target, whose brick-and-mortar locations and online presence Gomez<\/a> says are frequented by 80% of Americans, investments are made with an eye toward creation a shopper experience that can\u2019t be found elsewhere. \u201cWe\u2019re remodeling our stores, we\u2019re opening new stores in urban locations, on college campuses, we\u2019re investing in supply chain so we can get product to you faster than anybody else and we\u2019re launching a ton of new owned brands,\u201d he says.<\/p>\n

So the Target challenge is \u201chow do we come across as small? How do we come across as local? How do we come across as your Target?\u201d<\/p>\n

While mass-targeted advertising across the country is a given, Target also invests in such a way that\u2019s \u201cvery bespoke for that community.\u201d Tactics can include charitable works and local events to \u201cmake sure that we\u2019re showing up in a way that\u2019s going to be relevant for that neighborhood.\u201d<\/p>\n

Asked about the work he does with the CMO Council partnership of the ANA and the Cannes advertising festival, whose representatives gathered in Orlando recently, Gomez points to common issues as a binding element.<\/p>\n

\u201cIt doesn\u2019t really matter what industry you\u2019re in or how big your company is. We\u2019re all dealing with the same challenges. And Cannes gives us a great forum to get together to talk about the solutions and that\u2019s what I expect to happen in June.\u201d<\/p>\n

His hope for the agenda next June in Cannes is \u201cthat it becomes very clear, specific and tangible and that we have some early wins so it can build some momentum.\u201d<\/p>\n

This segment is from CMO Growth Council presented by the ANA and Cannes Lions. Beet.TV coverage is sponsored by the FreeWheel Council for Premium Video. Please find more videos from the series here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO\u2014With 1,800 stores, Target\u2019s biggest challenges don\u2019t include size. \u201cWe\u2019re big. We have scale,\u201d says CMO Rick Gomez. The trick is to seem small as the chain expands and tries to provide a singularly unique shopper experience on the ground and online. It\u2019s a situation that many retailers would love to find themselves in, Gomez […]<\/p>\n","protected":false},"author":17,"featured_media":57104,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7590],"tags":[4829,5905,5960,5961,7616],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57096"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57096"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57096\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57104"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57096"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57096"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}