Target Goes All-In on Cyber Monday, Social

As part of an aggressive e-commerce strategy and its most omnichannel holiday ever, Target is beefed up its mobile prowess and slashed prices 15% across its entire online assortment on Cyber Monday.The incentive was offered as a stackable discount (via promo code CYBER15) that could be combined with additional price reductions offered on top items. It led to record visits to target.com on Monday that caused the website to become inaccessible to some shoppers.The deal is part of a “10 Days of Deals” sales event that kicked off on Nov. 22, offering a new discount or incentive on electronics, kitchenware, apparel, toys, seasonal items, beauty products and even pizza every day through Dec. 1.As part of the event,on Nov. 25 Target offered deals that were revealed in its Nov. 22 circular; they included a $100 store gift card with purchase of any Apple Watch and $150 card with purchase of any iPad Air 2. on Thanksgiving the retailer opened from 6 p.m. through 11 p.m. or midnight to dangle “doorbusters” discounts.spending $75 or more on Black Friday earned shoppers 20% off a future purchase made bfrom Dec. 4-13.some of the Black Friday deals were also available online on Nov. 9.The event is promoted on in-store stanchion signs and on the target.com home page. Support also includes circular features, a Nov. 23 email blast and sponsored Instagram ads via the platform’s Marquee ad unit that launched in September.The retailer is leaning in on social media, spending 12% of its paid media dollars on the platform, a 30% increase over last year, Adweek reported. The mass merchant is releasing a series of seasonal geofilters to all Snapchat users in the U.S., letting them overlay a branded graphic on top of their photos, and leveraging Facebook’s full-page “Canvas” e-commerce ads to promote its "Wonderpacks" activity kits, according to the publication.The retailer recently also made updates to improve the social shopping experience:visitors to the mobile-optimized target.com can now express their “love” for Target products and brands by clicking on heart buttons that also serve as bookmarks that trigger more personalized “for you” product recommendations.user-generated, crowd-sourced images of Target products from Instagram now populate the retailer's redesigned Awesome Shop (which launched in 2013 with curated Target items trending on Pinterest and top-rated items from target.com).In additional seasonal omnichannel activity, Target partnered with Instacart to send a Thanksgiving food truck to three downtown locations on Nov. 11-12 with samples of food items used in recipes on Target’s Pinterest page and a recipe booklet delivering a Target-Instacart coupon code, which shoppers could use immediately to place a same-day delivery order at the truck. The retailer recently expanded its budding partnership with Instacart from Minneapolis to San Francisco.The mass merchant also is expanding curbside pickup from 21 to 121 Target stores. It will now be in Philadephia and San Francisco Bay Area stores, and in select locations in the New York-New Jersey and Chicago markets.In global efforts, Target also recently launched a new website, intl.target.com, that lets shopper pay in nearly 60 different currencies and have orders shipped to some 200 countries outside the U.S.

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