Holiday Shopping Influencer Marketing: Target

Dec 6, 2018 | Insights

26.46% of Target’s top customers are fans of Oprah Winfrey

(Click through here to check out the introductory entry to this series, and be walked through some of its finer points.)

Target rather brilliantly saw a niche to fill, and wedged themselves into it with aplomb. Walmart was clearly the most ubiquitous discount department store (well, retailer of any description, actually), but some — not us, we stress — find the shopping experience a little lacking in character, and the inventory a touch homogeneous (there are sound reasons for Walmart appealing to the broadest possible customer base, as their yearly bottom line affirms, but we get to them in another entry).

Target positioned itself as the hip, affordable department store. They aligned themselves with respected designers and fashion labels (including, over the years, Todd Oldham, Stephen Sprouse, Alexander McQueen, Rodarte, Prabal Gurung, and on and on), and carried a decidedly hipper variety of brands and products than their competitors in the big box department store sector.

Target’s admirers have been known to affectionately refer to the store as Targé (a pidgin French pronunciation amounting to tar-zhay) in acknowledgement of the chain’s — and its partners’ — efforts to provide America a “Fifth Avenue” shopping experience at affordable prices.

The top influencer here is one of the most famous people in America, and a genuine social media behemoth. When the word “influencer” is uttered, there is no one that word could more thoroughly describe. While she’s made it quite clear that there is no way on Earth she’d ever run, when it was first suggested that she make a bid for the U.S. presidency, many people did not dismiss out of hand the degree to which she’d make a formidable candidate. A commentary on our current political climate, sure, but also directly a commentary on Oprah’s abilities to communicate to, and mobilize, mass quantities of Americans. An influencer in the truest sense of the word.

Oprah Winfrey’s fans can be found among Target’s most dedicated customers to a degree that exceeds the average social media audience by two-and-three-quarters times.

Keep clicking around the StatSocial blog, as this is but one of what either is, or will soon be, many entries in this series.

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