Making that "Target Run" just got a lot faster. As it invests in new technology like same-day delivery and drive-up service to compete with Amazon, Target is emphasizing such efforts in the new iteration of its one-year-old "Target Run" campaign, which focuses on how Target supplies everyday essentials.
"We're evolving the campaign to highlight the new ways [consumers] can choose to complete their Target Run, how, when and where it's best for them," said Rick Gomez, executive VP and chief marketing officer at Minneapolis-based Target, in a statement. "At its core, it's a campaign designed to help our guests make the most of their day."
The campaign is also designed to highlight the recent innovations Target has made as part of a multi-billion-dollar store improvement strategy CEO Brian Cornell announced in early 2017. Late last year, the retailer bought Shipt, a same-day delivery service, for $550 million—the service will be available coast-to-coast by the holidays. The company is also in the process of rolling out drive-up delivery, where consumers can have their purchases brought out to a designated area of the parking lot without having to leave their vehicle. Such new offerings are helping Target in its race against ever-expanding Amazon, which recently partnered with certain automotive brands on delivery to cars.
Beginning Sunday, Target's new push includes three 15-second spots to start. The campaign was developed internally.
For its most-recent quarter, Target reported a 3.7 percent rise in store traffic, its highest increase in a decade. Sales for the period were up 3.5 percent to $16.6 billion.