Project Deliverables

  • Style Themes + Positioning
  • Executive Memo
  • Fully Produced Podcast Series
  • Fully Produced Podcast Series
  • Segmentation Strategy
  • Employer Value Proposition
  • Visual Concepts
  • Strategic Playbook
  • Customer Journey Infographic
  • Immersive Video
  • Price Optimization Strategy
  • Employer Brand Playbook

The Brand Strategy and Customer Segmentation Challenge

Target is a longtime client and we’ve had the privilege of partnering with them on a wide array of projects– from Brand Tracking, to employer brand research, to refreshed customer segmentations, to new product and service innovation. Recently, we helped Target lock in its status as a leader in affordable, on-trend fashion with a cohesive style positioning that encompassed apparel, home and beauty products. To create an authentic, differentiated positioning for Target, we set out to first define the current style landscape, monitor trends and unpack competitors’ approaches.

Our Cultural Insights team got to work examining the competitive landscape to understand areas of overlap and differences in how Style is communicated. Using cultural insights, they identified what’s passé and what’s on track to be cutting edge.

Example deliverable. All proprietary information has been removed.

The Solution: Brand Positioning Research and Shopper Segmentation Refresh

We identified key themes and developed an overarching brand positioning that transcends multiple categories – enabling Target to deliver a fresh, consistent viewpoint storewide.

To understand if they should refresh their shopper segmentations, we identified the strengths and weaknesses of the current Target shopper segmentation. Then, we created a process to ensure the segmentation refresh could be done in the most impactful and least disruptive way.

To activate the results, we held Stakeholder Workshops, a Segment Re-Meet & Greet to dimensionalize and bring to life shopper segment personas for key stakeholders, and produced Interactive Deliverables designed to socialize key insight summaries on consumer personas for the future.

Example page from a presentation. All proprietary information has been removed.

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