For a marketing class, I recently had to describe two similar brands and why I do or do not enjoy their general business plans and #Marketing. I thought it was a rather detailed discussion, so I want to share!
***
When it comes to brand loyalty, I am just as guilty as the next consumer for having my favorites. For theme parks, I vacation with #Disney, when shopping online I choose either #Amazon or #eBay, when I think comfy clothing my shopping destination is #Hollister, and when fast food is the plan I go to #McDonalds or #InNOut. And when it comes to a big box retailer, I love #Target!
Just mentioning the name Target makes me feel happy! The store experience is usually a positive one, complete with uncluttered Isles, competitive pricing, fashionable clothing, groceries, media, friendly team members, photo service, easy returns, 5% discount with loyalty card, five cent discount for using reusable bags, online shopping, and free shipping with your Target #RedCard. I could go on! Target was the very first credit card that I applied for, and received. It was to purchase a comforter set and some other bedroom accessories. I still remember that after nearly 11 years. At that time after spending a predetermined amount, you received a single day of 10% off shopping. Over the years that changed to a consistent 5% off your entire purchase with the RedCard. Target was also one of the fore running shops to embrace reusable bags by encouraging guests to use them and awarded us five cents off with each bag. Even after the California law, Target continues to honor the $.05 discount. And when online shopping was becoming the trend, and other retailers were seeing a decline of in-store sales, Target moved forward with free shipping for all RedCard purchases, and have not lifted their incredible offer! I buy everything with them. Even if it’s just toothpaste, that free shipping saves me a trip to the store when, in our hectic life, time is precious. Every time I enter the store, I have a positive experience; often ending with me submitting a guest complement for several of their team members. I have stories galore- returns, Christmas trees, black Friday shopping, they are all wonderful memories! And I will always choose Target over any other big box retailer.
Target has been redesigned over the years, the marketing campaigns have promoted Target as a trendy shopping destination for the fashion conscious consumer. Their advertisements and on trend social media campaigns make them look cool, in style, and portray a brand that says quality. On their social media sites, Target also uses their target symbol and Spot the dog. “See Spot save!” Target pricing is competitive but while it might be a very small fraction more than its competitor, the quality level is leaps and bounds different. Targets will often be found in trendier locations. Whether they are anchor stores in malls or compact locations in high density metropolises, Target has found its way into the heart of everywhere! Super Targets began to pop up at the beginning part of the century. The #SuperTarget was the all in one shopping destination for a usually rural residential area. It was later in the beginning part of the previous 10 years that grocery sections were introduced to Targets. Originally the new grocery isles only offered a small variety of grocery items, but since then have become abundant shelves full of everything on your shopping list!
The Target team members are always helpful, knowledgeable and look professional. (Usually.) While Target also embraces individuality; they do allow their team members to have tattoos, piercings and colored hair. Whether it is because the location is already so trendy, but even the most bizarrely attired team member looks chic. And whenever I submit a compliment, question, or general communication with the Target online staff, I always receive a prompt, helpful and efficient answer. Especially when dealing with returns.
Now let’s talk about the opposite…#Walmart. Just saying the name brings such a distasteful feeling to my entire body. From memories of dirty isles and over stocked shelves, unhelpful and unknowledgeable employees, people of Walmart, cheap products, and solicitors. Ever since a child I’ve always thought Walmart is the second tier shopping experience. How often have you gone into Walmart and asked the employee a question and they look at you with confused and dumbfounded eyes. Admittedly I do go to Walmart sometimes because they have such an extensive selection of products that Target does not carry such as automotive and sewing supplies. Target doesn’t carry fabric, floral, paint and other crafts. Perhaps they should.
Walmart, which came from the Midwest, has been generally promoted as your friendly neighborhood shopping experience. But it is through first hand experiences that the general perception of Walmart is a negative one. A book was published titled “people of Walmart”. The book recounted stories and included photos of the outlandish customer that frequents the store. Target soccer moms come to shop in yoga pants, Walmart customers come dressed in sweatpants that hug their thighs two sizes too small, complete with their colored hair, beach sandals… and just all around poor choice in their appearance. Because I don’t have a loyalty to the brand, the only thing that I immediately recall regarding Walmart’s marketing is there low prices. That is a part of every single marketing campaign that they have: how low their prices are. Because of the fact that they advertise low prices, it attracts that particular clientele, and it makes me feel like their products are of lesser quality. While Target can be found in metropolises, Walmart is usually on the outskirts. In the middle parts of America, where Target is not as prevalent, Walmart is your local go to shopping destination.
The products might be the exactly the same, but they seem cheaper because of the environment, the pricing is competitive but to pay a few more dollars at Target and avoid the whole Walmart experience is worth it. Walmart is often out of the way and more inconvenient than Target, and as far as I am aware Walmart does not have a loyalty card which gives #discounts, #environmentality discounts, free shipping, fashionable choices, easy returns… although I have returned enough to Walmart to say that as long as you have a receipt it’s fine, and the general efficiency of its workforce – and the lack there of.
Even the difference that Target uses the nomenclature guest and team members while Walmart says employees and customers. Target invites you into their shops, Walmart tries to attract you by saying that their prices are low- so is everything else.
