Challenge: 92% of consumers are always in-market for a deal. That’s a lot of people. But historically, Target only spoke to a fraction of them. Our task was to expand deals efforts in order to reach a more mass yet qualified audience.

Solution: Everyone likes scoring a deal. But not everyone seeks out a deal in the same way.

Discounts are essentially embedded into our cultural fabric, so addressing the nuanced behaviors of consumers was crucial. We tapped into Experian consumer research and found three distinctive deal-seeking archetypes. Influentials are those who live week-in and week-out by couponing. Thrillers are our in-market folks. They have a specific item in mind and 1,000 tabs open to prove it. Lastly, our Takers. This crowd actually gets inspired by the sale. They didn’t want or need an air fryer, but it was on sale, so they bought it. From a campaign perspective, these archetypes defined our comms pillars. We partnered with our media planning team to incorporate tactics ranging from super specific data signals to more broad reaching partnerships, like a Good Morning America sponsorship, during larger deal moments. Compared to previous years, this approach proved to be effective at driving trips and generated a strong ROAS above Target’s benchmarks