Project Background:
As a member of a group of five marketing students in a marketing research class at The Ohio State University, the groups in the class were presented by Target Corporation to find a way to elevate their in-store experience through their mobile application, Target Cartwheel. Through this semester-long project, my team and I conducted secondary research, primary research through a focus group and survey, and then presented our findings to executives of Target Corporation where we ended up winning the competition due to our comprehensive research and strategic plan of recommendations.
Through these graphs, we determined that every age group was overall unfamiliar with the mobile application, but older demographics were the most unfamiliar. Through this finding, we suggested that Target increase their social media presence of Cartwheel to appeal to the younger demographics and increase in store advertising to appeal to older demographics in order to increase overall familiarity of Cartwheel.
These graphs show that almost 40% of people who used the Cartwheel application while shopping fell into the 25-34 year old age range with all other age groups falling much lower on the scale. From this finding we concluded that Target should implement a new program to appeal to an older demographic who is less likely to turn to a mobile application to assist them in shopping.
From these graphs we can see that 20% of our respondents are were shopping at Target at least once a week, which means that if they were to use the Cartwheel application then they would be looking for a new coupons and deals every time, which Target was not providing. From this, we suggested that Target update the application with a new assortment of coupons and deals more frequently. By doing this those shoppers who are going to Target at least once a week would have a reason to continue to use the application each time they shop.
Through these graphs we can see that there is a low number of people seeking out the features of the Cartwheel application when looking into features of an application. Based of these graphs, we concluded that Target should add more features or incentives to their application to encourage people to use it more often.
Lastly, here we can see that the most purchases from Target come from health and beauty, household goods, or groceries. We suggested to Target that they incorporate this buying behavior more effectively in their coupon and deal considerations to tailor more to the products that people are buying the most of.
Project Background:
Overall, We found that Target should increase their social media presence as well as in-store advertising, incorporate a new program for older demographics, update product coupon and deal more frequently, include more features and incentives to using the application, and finally to tailor the deals better to what people are buying. After presenting our project to Target executives and going up against 6 other groups in the class, our group ended up taking first place in the Case Competition decided on by Target Corporation.