Target, ‘Mary Poppins’ team up on TV special
MINNEAPOLIS — Target Corp. is bringing back a beloved family film classic just in time for the holidays — and getting in some prime time high-profile marketing in the process.
The retailer has teamed up with ABC to show “Mary Poppins.” It's the first time in more than 13 years that the movie has been shown on television. The movie will be aired on Dec. 12, from 8 p.m. to 11 p.m. EST on ABC, which is owned by Disney.
Target will be the lone advertiser throughout the movie. It will air all of the advertising spots in the chain’s ongoing Holiday Odyssey campaign, which tells the tale of three kids, Bullseye and a large cast of kids’ favorite characters.
In addition, the broadcast will include four custom shorts featuring Dick Van Dyke, a star of the movie, and Target’s Bullseye mascot as they explore Disney’s archives and look at various pieces of movie history. In a first for Disney, the spots are actually set inside the company’s archive warehouse.
“Each holiday season, we work with partners like ABC to create highly entertaining moments that will capture our guests’ attention during some of their favorite TV moments,” said Kristi Agyilan, senior VP, media and guest engagement for Target. “We know that during the mayhem of the holiday season, it’s also important for our guests to pause and create moments with their families. Target is not only bringing the beloved classic ‘Mary Poppins’ back to network TV, but we’re also sprinkling in some fun surprises for families to enjoy together.”
Understanding the customer is first step at Brookshire Grocery
TYLER, Texas — Brookshire Grocery Co. is undertaking an ambitious omnichannel transformation plan, and focusing it on the wants and needs of the consumer.
“We know everything there is to know about our customers,” said John D’Anna, senior VP and CIO of Tyler, Texas-based Brookshire, in an interview with Drug Store News sister publication Chain Store Age. The regional chain operates 152 stores under the Brookshire’s, Super 1 Foods and Fresh by Brookshire’s banners.
Brookshire decided that using its extensive knowledge of its customers, due to initiatives such as its YourPoints loyalty program, it would create a new customer-centric experience that seamlessly stretched across mobile, online and in-store channels.
Having partnered with SAP in areas such as supply chain since 2004, Brookshire decided to launch the program by using the hybris marketing tool and SAP Customer Activity Repository (CAR), based on the SAP HANA in-memory computing platform, to sift and segment customer data for enhanced engagement.
“We wanted to promote to customers based on their shopping history, and then have SAP put the capability into the base code,” said D’Anna.
Assisted by SAP consulting partner N SPRO in integrating various modules, Brookshire used hybris marketing to generate customer lists based on previous shopping history. The retailer then used the SAP Promotion Management for Retail (PMR) engine to create purchase forecasts based on that history, which served as the basis for targeted email and text promotions.
According to D’Anna, even consumers who don’t see the promotions still benefit.
“The promotion goes straight to our mobile app and is automatically loaded on the customer’s loyalty card,” said D’Anna. “They will get a discount at checkout even if they don’t know about it.”
This process also involves using some algorithms from shopper intelligence provider Spire LLC, which are combined with what D’Anna termed “expertise and secret sauce” from SAP and loaded into the CAR system to help hybris generate highly specialized lists.
“We can create lists by district, loyalty, or even customer segments like shoppers who don’t buy dog food,” explained D’Anna.
Brookshire’s current targeted promotion program went live in November 2015. It is the first phase in a three-phase process Brookshire anticipates completing in October 2017.
“Phase one was understanding the customer,” stated D’Anna. “Phase two will involve revamping our operation for omnichannel with a new site and mobile apps, as well as geofencing stores. Phase three will be revamping our store touchpoints, including a new POS. We’ll also put in new shelf edge technology that will allow us to detect customers in store and send real-time targeted promotions to their mobile app.”