cold essentials

a healthy 50% sales lift

the BACKGROUND

make it easy to stock up

The cold and flu prevention season was coming, and we wanted to make it easier for guests to stock up on their favorite germ-busting essentials wherever and however they wanted—establishing Target as their #1 go-to destination.

the goal

cleaning up wherever, however guests shop

To drive sales of cleaning and paper products and amplify promotions (regardless of channel) during key seasonal weeks.

the strategy

helping smaller budgets make the most of cold season

To help several smaller budgets go farther, we brought together some of our most popular everyday brands, we created an integrated omnichannel approach to deliver a consistent message across all shopping touch points. With prominent placement across Target.com and external partner sites on Bullseye Marketplace, we removed any shopping friction by allowing the offers to be redeemed however guests pleased—in-store, online or a combination of both.

stats

  • 140% lift

    in web-influenced store sales

  • 68% lift

    in online sales

  • 51% lift

    in store pickup sales

the success

spotless results

The partnership cut through the cold and flu seasonal clutter. Plus, by using Target Guest Access to identify the ideal audience for each offer, we reached guests where and how they liked to shop. In the end, the promotion and seamless shopping solution proved to be a healthy choice, driving millions of dollars in essentials sales: 140% lift in web-influenced store sales, 68% online sales, and 51% for in-store pickup.

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