Target’s Extreme Segmentation in Direct Marketing
We’ve all seen the 20% off coupon oversize postcard Bed Bath & Beyond sends each week, right? Well, what you may not know is, other retailers aren’t sending customers the same offers all the time. Welcome to the world of favoritism by retailers.
there were two packs of Target coupons. I opened one of them to flip through the coupons. It was mostly name brand stuff, the majority of which didn’t interest me since I tend to buy store brand items. I put both packs on the dining table and ignored them until the weekend. I picked up both packs on my way out, intending to do some grocery shopping and pick up some cleaning supplies, and I notice that the packets have different coupons in them. One of them promises “over $43 in savings,” and the other one only “$20 in coupons.”
Not only did Target send her past apartment tenant an ad for higher savings, it also was less restrictive of the products the coupons could be used on.
What does target know about her previous tenant that makes him more valuable as a customer?
Retailers often target different messages to different demographic and geographic audiences, but is this the new trend?
I’m interested to hear from consumers and marketers alike, in the comments.
If you’re a consumer, does this anger you? Will this change how you go about finding coupons?
If you’re a marketer, do you think this is ethical? Do you have a story about segmenting the direct marketing offer in a way that gives certain recipients an advantage over others?