Target launches new “Target Run” campaign

Published March 20, 2014 at 7:56 am

What do you do when you’re a major retailer bouncing back from a massive data breach that affected upwards of 100 million customers? How do you restore your customers’ faith in your brand?

That’s the quandary Target finds itself in.

The retailer aims to restore its image and regain customer trust with improved security measures and their new “Target Run” marketing campaign, which seeks to establish Target as the place to go to make that quick trip to pick up essential items including everything from tissues to cheese puffs.

Back during the November/December holiday season, as many as 110 million Target customers were affected by a massive data breach that stole names, addresses, credit and debit card numbers, phone numbers and other personal information that can be used by identity thieves. Up to 40 million credit and debit card numbers were initially stolen, with the announcement last January of an additional 70 million names, addresses, phone numbers stolen in the breach.

In addition to the new marketing campaign, Target is also investing in an overhaul to improve the security of its payment system, including a $100 million upgrade to its credit card systems to handle chip-based credit cards that are supposed to be more secure, according to the Wall Street Journal.

When consumer confidence has been shaken, steps must be taken to win back customer trust and make up for any damage done. Companies can do what Target is doing—pay attention to customer sentiment, and adjust marketing actions accordingly, whether that means running new marketing campaigns, or holding off on running campaigns that have already been planned. It also means being up front about measures being taken to make sure customer data is safe.

Television ads for the “Target Run” campaign will begin airing at the end of March.