Mystery Shopping Process: How Target.com Measures Up

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Mystery Shopping
Process:
How Target.com
Measures Up
Presenters:
Annie Pires, Lindsay Aiello,
Tachol
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Target Merchandising Metrics:
Search/Shop
Target.com 2010
Keyword Search
Featured
Refine Results
Featured
Landing Page Sorts
Featured
Guided Navigation
Featured
View All
Sometimes an Option
Advanced Search
Featured
Merchandised Search Results Page
Featured
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Target Merchandising Metrics:
Audio/Streaming Video
Target.com 2010
Guides/How –To Content with Audio Not Featured
and/or Video
Video Product Demos on Product
Pages
Not Featured
Video Content-Non Product Page or
Guides (Branded or Other)
Not Featured
+ Target Merchandising Metrics:
Community/Social Metrics
Target.com 2010
Ratings/Reviews
Featured
Top Rated Products
Featured
Post Order Email Reqst. Rating
Not Established
Blog
Not Established
Mobile Commerce
Not Established
Share
Featured
Facebook
Established
Del.icio.us
Not Featured
Digg It
Not Featured
Other
N/A
My Space
Not Established
Twitter
Not Established
Google Bookmark
Featured
Favorites
Featured
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Target Merchandising Metrics:
Community/Social Metrics Cont.
Target.com 2010
Links to Social Networking Sites
Facebook
Not Featured
Twitter
Not Featured
You Tube
Not Featured
My Space
Not Featured
Wish List
Not Featured
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Target.com Checklist:
Search/Shop
Membership
x
Seasonal Marketing
x Inventory/Backorders
Enhanced Merchandising
x Shopping Cart
x
Promotional Strategies
x The Oder Process
x
Free Shipping
x International
Multi/Cross Channel
x Confirmations
Gifting
x Profiling Tools
Product Page/Prod. Enhance.
x E-mail Communication
x
Call Center Contact
x
Personalization
Community
x Live Help
Customer Service Info.
x Return Process
x
x
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Efficiencies: Refine Search
Options to “Narrow BY”
“Narrow By” Categories:
Number of Options
Department
10
Age
4
Gender
2
Price
5
Color
10
Size
10
Brand
10
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Customer Service Email:
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Email Response:
Helpfulness:
Response Time:
Didn’t Answer Questions/
Provided Alt. Solution
3 Hours
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Keyword Search Feature:
Top Left Corner of
Site
Easy to Find
Location
Delineated by
Bright Red Target
Logo
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Refine Search Efficiency?
Dress
(3686)
Party
(509)
Black
White
Red
Kids
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Refine Search Efficiency? (Cont.)
Search Results for
“Party Dress” tab:
1st Item Not a Dress
3/10 Items Not a Dress
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Best Sellers: Toy Example
Best Sellers
Best Rated
Award-Winning
Can’t Miss Birthday Gifts
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Seasonal Promotions:
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Differentiators:
-Daily Specials
-Gift Registries
-Online Ad Pages
-Recipes and Tips
for Healthful Eating
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Promotional Deals:
Daily Deals:
Highlights New Items
Daily
Puts Pressure to Buy on
the Customer
Offers Free Shipping
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Weekly Ad:
Ads Utilized:
Celebrity Endorsment
Mobile & Email
Reminders
Limited Time Offer
Incentives
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Multi-Channel Ads:
Online Ads
Tv Commercials
Magazine Print Campaigns
Billboards
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Product Enhancement:
Suggestions for Better
Product Enhancement:
Full Size Model Photo with
Landscape
Larger Image with Zoom
Option
Color Change Feature
Runway Video of Product
Styling Features
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Site Involvers:
-Red Hot Shop
-Editorial content put
together in tandem with
Daily Candy
-Gives consumers
opportunities to see
editor’s picks for what to
buy on target.com
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Consumer Feedback:
-Target.com gives consumers a
chance to provide them with
website feedback
-Pop up survey for a randomly
selected group
-Conducted by an independent
company
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Shopping Cart Feature:
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Free Shipping:
Free Shipping:
Orders over $50.0
Select Items
All Daily Deals
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Gift Giving:
Search By:
Price Point
Age
Occassion
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Gift Cards:
Choice of Graphics
Selection by Occasion
Amounts from $10-$1,000
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Clearance:
Clearance Page:
List Prices
Savings in $
Savings %
Promotional Op.
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Contact Us:
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Social Media Involvers:
Facebook Community Builders
“Going to Target, spending too much, and not…”
Photos Posted by Fans, 1 Selected Per Week
Link to Haiti Earthquake Contribution of $500,000
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Membership:
Promoting Customer
Loyalty/Membership
Email Capture
Campaign Through
Exclusive Offers
Discount offered for
Signing up
Point System adds Up to
offer Discount Days
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Community:
Giving Back:
5% Of Sales Donated
Over $3 Million Each Week
Funds Education Programs
Disaster Relief Assistance
Sponsors Art Programs
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