Our digital, tech and product teams are in lockstep, and our sales and account management teams are in lockstep with merchandising. We want to bring a One Target approach to any brand that we’re working with. To do that, the team that’s covering P&G at Roundel needs to be in lockstep with the teams in merchandising working with P&G to go out to market and work with P&G on one approach for their business with Target.
How are you approaching measurement and metrics to ensure you have the right tools for advertisers using Roundel?
Travis: I don’t think there’s a silver bullet. We are focused on developing a comprehensive approach to measurement that allows advertisers to be able to measure across different objectives. Incrementality is a great example. We’re investing in incrementality, we are actively experimenting with leading-edge capabilities with our bigger brands, but we’re thinking also beyond that.
We’re building solutions that help drive awareness and consideration for brands looking to do more upper funnel—measuring reach, frequency, new shopper acquisition. We are also making significant investments in our performance and insights team, which works really closely with our brands to do analysis, deliver insights on campaign performance, what a strategy might look like.
How is Roundel working to differentiate in an increasingly crowded RMN landscape?
Travis: Our number one value as a company is to be centered on the guest. My number one priority is to be additive to that. So we’re going to take a more cautious approach from an advertising perspective at Target. We are not going to flood our properties with advertising to drive short-term impact for the business. We’re going to be thoughtful about the moments to show up on our properties and across our partnerships, to have the right moments with guests, and then drive the right moments with brands.
We have one of the largest free loyalty programs in the world, it is multi-category, and we’ve got over 100 million members. That is obviously valuable from a retail media perspective. We have logged-in users, we understand what’s happening with over 90% of transactions—that’s different than retailers that have a lot of cash transactions or don’t have a logged-in user base. We can deliver more personalization and optimize more effectively with better measurement solutions.
How is Roundel investing in in-store ad placements like digital screens and high-tech sampling?
Travis: We’ll be focused on evolving how we leverage QR codes to drive more engagement through what has been more of a static advertising experience. We’re going more full-scale with digital screens in the next couple of months as we head into holiday.
Experiential is an area that we’re really interested in, so things like sampling and bridging the digital experience that somebody has through advertising on our property and throughout their search journey into the stores. We’ve got a lot of people that use their phone in our stores. We’ve got 76% of people using the app or Target.com in stores, and 90% of Gen Z shoppers. Outside of adding more screens to the stores, we’re also looking for ways to take advantage of the screens that people have in their hands.
