Even as the fallout from Target's holiday security breach continues -- the retailer's chief information officer resigned last week -- the brand is slowly returning to a normal marketing cadence.
Shoppers visiting its stores are being prompted to sign up for the retailer's credit card. Social-media channels have been turned over to product and partner news. And an campaign promoting the idea of the "Target Run" will roll out TV ads March 30.
"As we got through the holidays, we took a step back and said 'What are the things on the docket for 2014 that will support the business?'" said Jeff Jones, Target's CMO, who is responsible for investor relations, crisis communications, public relations and marketing communications. "Because the investigation is ongoing, it requires us every week -- if not more regularly -- to make sure we're very deliberate about all the things we're doing."
While the breach has influenced every facet of Target's business, including marketing, the retailer hasn't shied away from advertising intended to drive traffic to its stores. Mr. Jones said the breach, which was disclosed Dec. 19 and cost the retailer $17 million in the fourth quarter, has not had a material impact on its marketing budget. Last year, Target spent $631 million on measured media through November, according to Kantar Media.