Amber Ravenscroft & Megan Woods
“A New Beginning”
Threshold Re-Branding
1
Brand Overview
 Newest and single-largest private
label program ever introduced
 “Holy grail of American home”;
targets
metro/urban/casual/comfy/contempor
ary customer
 Strong personality, exceptional
quality, outstanding design;
functional and visually appealing
 Reflects guest insights; durable
dinnerware and chemical-resistant
bath towels
 Increased Target’s total revenue
post their debut in 2012 from
$69,865(000) to $73,301(000)
Target Audience
 Target’s typical guest; 40 years
of age, annual income of $64,000
 Women; 85% of all consumer
spending
 Style-conscious, price-conscious
and fashionable
 Range from new homeowners to
mothers
 Home decors regard quality as
highest evaluative criterion;
search and conduct research
online and through social media
 Purchase home décor through
online outlets
Competition
Internal
 Target’s impressive home décor section is
already renowned
 Threshold is competing with brands Target
already carries:
 Nate Berkus
 Smith & Hawken
 Compete with Threshold’s brand in-stores and
on the shelf
External
 Bed, Bath & Beyond: “Every customer’s first
choice” by offering everyday low prices,
excellent customer service, and an extensive
assortment of products
 IKEA: Centered on good design and
functionality at low price, “home furnishing
solutions for every room in the home”
 Kohl’s: Wide range of brands that match their
mission to “offer quality exclusive and national
brand merchandise”
 Wal-Mart: Focus on affordability, products that
aim to give the world a better life
S.W.O.T. (prior to launch)
Strengths
Target has strong brand loyalty for
private-labels
Threshold’s target audience is already
shopping at Target
Target is infamous for product quality
Affordable and competitive prices
Target is well known for their home
décor department
Weaknesses
Little to no international presence
Limited space in-store for advertising
campaigns
Social media presence lacks
impact/interaction
Low brand awareness of Threshold
private-label
Previous campaigns for Threshold brand
do not correlate with in-store presence
S.W.O.T. (prior to launch)
Opportunities
Threats
Target’s private-label brands already
have strong impact on their consumer
base
Strong competition with other retail
locations as well as other Target home
décor brands
All Target locations provide free internet
connection, allowing for seamless
integration of digital campaigns
IKEA at forefront of room-staging
advertising
CityTarget provides a different take and
format to traditional Target locations
Expansion into Canada
Other retail options are very similar to
Threshold’s products and fall into
similar quality/price categories
Credit card scandal leaves consumers
questioning Target’s credibility and
security measures
Technology
 Looks to the future versus
trying to improve upon the past
 Virtual reality and app integration
 Social media as an accessory;
Facebook contest in collaboration
with in-store presence
 Pinterest as a developing
social media outlet
 Used to plan/organize daily life
 Driven by purchase intent
 Solid foundation in targeting
women (33% compared to 8%
men)
 21% of online users, vs. 18% of
online users using Twitter
Challenge
 Leverage a comprehensive
omnichannel/multichannel
strategy to support the Threshold
brand, beyond what is being used
today.
Objective
 Create a campaign that uses innovative
omnichannel/multichannel strategies to
encourage current and potential Target
customers to react and interact with
Target’s Threshold brand with a focus
on augmented reality.
Strategy
 “…the magnitude or
intensity that must be
exceeded for a certain
reaction to occur.”
 Three main components:
 Virtual reality showroom
 Traditional social media
presence
 Fully interactive and
augmented reality
incorporated mobile
application
Virtual Reality Showroom
 Three-dimensional projection mapping software
 Target registry using QR codes of Threshold brand products through
mobile app
 Scan items into blank room, where products will be projected and
purchasers have ability to design their “dream room”
 http://youtu.be/lX6JcybgDFo
Social Media Presence
 Virtual reality contest to create “buzz” about the brand
 Newly created rooms will be entered on Target’s Facebook
page
 Users will vote on winner, granting them the physical
room they digitally created
 Integrates traditional advertising with digital techniques
Social Media Presence
 Pinterest is a key social marketing platform to reach
Threshold’s target audience
 Threshold’s own Pinterest page, establishing the brand it’s
own personal identity and differentiating it from similar Target
home décor products
 Reaches a specific, niche market in home decorating that
directly reflects purchase intent
Augmented Reality Mobile App
 Vuforia Smart Terrain technology
 Responsive and interactive
 Experience Threshold brand in-home translates to in-store purchase
 http://youtu.be/UOfN1plW_Hw
S.W.O.T. (after launch)
Strengths
Weaknesses
 Omnichannel/multichannel implications that
leverage the Threshold brand
Limited space in-store for advertising
campaign
 Innovative strategies that encourage
customers to interact with the Threshold brand
New technology is at higher risk for error
 Affordable and competitive prices
Social media presence with other Target
brands are still very broad
 Higher brand awareness of the Threshold
private-label
 Customers can experience Target products
without visiting a physical store location
 Campaign itself can serve as basis for
development of interactive campaigns for
other Target brands
Larger portion of the budget must be
used for in-store displays
S.W.O.T. (after launch)
Opportunities
All Target locations provide free internet
connection, allowing for integration of
digital campaigns directly into store
locations
Technology is advancing every day,
allowing for more innovative campaign
ideas for other Target brands
Growing potential with social media
participation on varying platforms
Expansion into Canada
Threats
Strong competition with other retail
locations as well as other Target home
décor brands
Other retail options are very similar to
Threshold’s products and fall into similar
quality/price categories
Credit card scandal leaves consumers
questioning Target’s credibility and
security measures
Thank you
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