Target's Business Strategy

As previously mentioned, technology provides numerous benefits to businesses and assists in creating long-term relationships that lead to long-term firm success. Technology continues to rapidly evolve as time passes by and this can be proven by the development of smart phones. Smart phones are mobile phones that perform just like a computer, providing access to the internet, email, and numerous applications in a hand-held device. As of 2018, over 2.1 billion people in the world own smartphones and tend to shop and look for deals on the devices. Therefore, an additional digital marketing technique that successful firms practice is the development of smart phone apps.

Target’s Smartphone Application- Cartwheel

Target is one of the largest

“Successful companies manage customer loyalty by making improvements based on customer input, identifying desirable customers, and setting goals for increasing the percentage of their customer base that is loyal” (Ranade, 2012). Customer surveys are used as a marketing technique to gather information about their needs, wants, and suggestions on how a company can improve which can be used to enhance customer loyalty and

TOMS is a company that matches every pair of purchased shoes with a new pair for a needy child. This program is called One for One, which has noticeably increased customer loyalty, retention, sales, and profits. TOMS has provided over 60 million pairs of shoes to needy children through humanitarian organizations who supply shoes through community programs. The company also expanded this marketing strategy to their sunglasses purchases as well. TOMS has been able to provide prescription glasses and medical treatment to over 400,000 people in need through each eyewear purchase. The company’s website reads the following, “we understand the imperative for our company to operate responsibly and know that you want to buy from a company that works hard to integrate sustainable and responsible practices into all that they do” (TOMS, 2006). Customers have shown significant interest and support of TOMS shoes due to their two movements, World Sight Day and One Day Without Shoes, which raise awareness to poverty issues and visual impairment. TOMS is able to recognize that this marketing technique is not only to increase customer loyalty and sales but also provides the company the ability to help the community and those in