It’s not just about Mom anymore; it’s about the Demanding Enthusiast. These are Target’s core guests,
and they’re digitally connected families who enjoy shopping and demand great value. Typical
guests have kids in the household and lots of demands on their time, and are likely to live in urban areas.
These guests actively shop in-store and online and are early adaptors of new technology, shopping with
one hand on their cart and one hand on their smartphone. They enjoy shopping and want to tell their
friends, remaining engaged with social media while shopping and sharing their feedback and
experiences online. They are often influenced by others and share their findings to influence others.
Guests love Target for its newness, its product assortment and its value.
In addition, the millennial generation is an important segment to Target. According to a 2014 Yahoo
Advertising article, this generation, currently entering the family life stage, comprises 27% of the US
population, is more diverse than any previous generation and on average will check their smartphones
43 times a day. When it comes to shopping, 71% browse online but do their actual shopping offline, and
52% prefer to browse on mobile devices. Millennials do their homework before selecting a store and
know what they want when they arrive. Their expectation is that brands are channel agnostic: 60% say
the consumer experience should be consistent across online, store and mobile.
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