Comments on: Target’s Rocky Mobile Start

By: Josh Gordon

Josh Gordon — Thu, 01 Apr 2010 12:51:35 +0000

Thanks, Patrick. Let me know if you make it over to Akron!

P.S. Hopefully it won't take 5 years.

By: Patrick Collins

Patrick Collins — Thu, 01 Apr 2010 08:49:36 +0000

Great article Josh. I personally haven’t gone through the experience, but always interesting to see the opportunities missed. They happen everywhere. Best practice seems to easy to achieve for those of us in industry. In 5 years a mobile program that covers all expectations will be the norm.

I’ll be in Columbus Ohio on Tuesday, perhaps we should catchup. Would be interesting to share views.

Patrick.

By: Target’s Mobile Marketing Disconnect « The Lunch Pail

Target’s Mobile Marketing Disconnect « The Lunch Pail — Mon, 22 Mar 2010 16:18:04 +0000

[...] Mobile Marketing Disconnect I do not want to become known as a Target hater. In fact, I really enjoy Target. Target is a strong brand, and the shopping experience is as enjoyable as it is frequent for both [...]

By: Josh Gordon

Josh Gordon — Thu, 18 Mar 2010 21:27:16 +0000

Hi John, thanks for the comment. I will circle back after receiving each message and update everyone. I was similarly surprised. My expectations were high, that's why I was a little disappointed.

Still, some of those are probably easily addressed in the existing software. If not, perhaps the mobile software provider needs to offer more than just a low CPM. Perhaps the backend data environment needs to be better with greater segmentation.

By: John Dimiceli

John Dimiceli — Thu, 18 Mar 2010 20:17:50 +0000

Interesting post. I have been meaning to opt in to that program on both a Feature phone and Smartphone to see what Target’s solution was going to be for both types of devices. Target is such a reputable brand in the Marketing world so it is almost shocking to hear they announced the program in the press and then follow up so poorly. Would love to hear a follow up in a few weeks to see if Target improves the program and what action they may take to fix any damage that might already be done.

By: Josh Gordon

Josh Gordon — Tue, 16 Mar 2010 16:18:30 +0000

Thanks for the comment. I think the most value for mobile as far as consumers are concerned is convenience, and Target missed the mark on that (so far). It is an awkward experience that lacks engagement right now. Good point on the iPhone, too. RIM still owns 50%+ of the market, and any brand that introduces mobile to its customers must have programs that reflect that.

Of course, some proper segmentation on the back end sure cuts down on a lost of consumer headaches, too.

By: mobikeith

mobikeith — Tue, 16 Mar 2010 16:15:33 +0000

I am a LOYAL SuperTarget customer. I love to do my grocery shopping there.

I am a dedicated mobilisto.

I was thrilled to join their mobile coupon program.

As you succinctly stated in your post, the 1st message arrives directing me to a link. I didn’t even try going to the (broken) link. I am a Berry user so I want to navigate as few steps as possible on my device. Not everyone in the world uses a iPhone. ( In fact, all of us know that Berry overwhelming has the largest share of the smartphone market globally, BTW. )

As you stated, doesn’t sending me to a link defeat the whole purpose of the convenience of a mobile coupon in the 1st place?

I eagerly await an improved re-launch of the STarget coupon program. I hope it is half as successful as the store’s tremendous high quality gourmet house brand, Archer Farms label. That would be something, now!