CASE STUDY

Target Marketing Plan

2020

Project Overview

Challenge

Traditional in-store shopping creates friction through long checkout lines, inefficient flow, and unnecessary cognitive load—especially in dense urban environments. Target needed a way to meet rising consumer expectations for speed and convenience while maintaining trust, brand familiarity, and a broad product offering beyond food-only cashierless models.

Solutions

We designed Target To Go, a cashierless, grab-and-go retail concept that allows customers to enter, shop, and leave without waiting in checkout lines. The experience centered on mobile onboarding, in-store guidance, and seamless payment integration, while differentiating Target from competitors by offering apparel, household essentials, and specialty items—not just groceries. The final marketing plan demonstrated how research-driven marketing and design could reduce friction, improve convenience, and support scalable innovation in physical retail.

Target To Go Concept

Role

Working as part of a cross-functional team, I contributed to market research, synthesis, and experience design, helping translate market insights and consumer behaviors into a clear experience vision.

Design & Research Tools

Design Tools: Figma (flows & UI), FigJam/Miro (mapping & workshops), Slides (storytelling & reviews)
Research: Nielsen (consumer trends), Pew Research (demographics), IBISWorld (market analysis).

Key Objectives

  • Deliver fast, convenient shopping for tech-savvy customers aged 18–44.
  • Achieve 65% market awareness and 3% market share in the cashierless segment.
  • Increase ROI by 7% over three years.

Strategic Highlights

  • Broader product selection than competitors (not just groceries).
  • Strong focus on customer experience, digital engagement, and data-driven growth.
  • Incentives for customers, partners, and employees to drive adoption.

Competitive

  • Leverages Target's brand reputation, innovative culture, and omnichannel strengths.
  • Addresses market trends for contactless shopping and convenience.
Target Marketing Plan Slide 1
Target Marketing Plan Slide 2
Target Marketing Plan Slide 3
Target Marketing Plan Slide 4
Target Marketing Plan Slide 5
Target Marketing Plan Slide 6
Target Marketing Plan Slide 7
Target Marketing Plan Slide 8
Target Marketing Plan Slide 9
Target Marketing Plan Slide 10
Target Marketing Plan Slide 11
Target Marketing Plan Slide 12
Target Marketing Plan Slide 13
Target Marketing Plan Slide 14
Target Marketing Plan Slide 15
Target Marketing Plan Slide 16
Target Marketing Plan Slide 17
Target Marketing Plan Slide 18
Target Marketing Plan Slide 19
Target Marketing Plan Slide 20
Target Marketing Plan Slide 21
Target Marketing Plan Slide 22
Target Marketing Plan Slide 23
Target Marketing Plan Slide 24
Target Marketing Plan Slide 25
Target Marketing Plan Slide 26
Target Marketing Plan Slide 27
Target Marketing Plan Slide 28
Target Marketing Plan Slide 29
Target Marketing Plan Slide 30
Target Marketing Plan Slide 31
Target Marketing Plan Slide 32
Target Marketing Plan Slide 33
Target Marketing Plan Slide 34
Target Marketing Plan Slide 35
Target Marketing Plan Slide 36
Target Marketing Plan Slide 37
Target Marketing Plan Slide 38
Target Marketing Plan Slide 39
Target Marketing Plan Slide 40
Target Marketing Plan Slide 41
Target Marketing Plan Slide 42
Target Marketing Plan Slide 43
Target Marketing Plan Slide 44
Thumbnail 1
Thumbnail 2
Thumbnail 3
Thumbnail 4
Thumbnail 5
Thumbnail 6
Thumbnail 7
Thumbnail 8
Thumbnail 9
Thumbnail 10
Thumbnail 11
Thumbnail 12
Thumbnail 13
Thumbnail 14
Thumbnail 15
Thumbnail 16
Thumbnail 17
Thumbnail 18
Thumbnail 19
Thumbnail 20
Thumbnail 21
Thumbnail 22
Thumbnail 23
Thumbnail 24
Thumbnail 25
Thumbnail 26
Thumbnail 27
Thumbnail 28
Thumbnail 29
Thumbnail 30
Thumbnail 31
Thumbnail 32
Thumbnail 33
Thumbnail 34
Thumbnail 35
Thumbnail 36
Thumbnail 37
Thumbnail 38
Thumbnail 39
Thumbnail 40
Thumbnail 41
Thumbnail 42
Thumbnail 43
Thumbnail 44