MINNEAPOLIS: Target is leveraging its newly launched A Bullseye View online magazine to engage consumers throughout the holiday season.
The retailer launched the online publication, which has its own Twitter handle, in September to connect with fans in a “unique and different way,” said Eric Hausman, communications manager at Target.
“We didn't launch it for the holidays, per se, but as we think about outreach and efforts to tell our stories during the holidays, this is certainly something we're taking advantage of,” he added.
The company is posting photos of Target holiday window displays from the past in the online magazine's archive section, as well as creating infographics about interesting Target shopping facts.
Target has also involved celebrity partners and designers, including celebrity chef Giada De Laurentiis, with the site for the holiday season. It is also running its Twitter feed live on site, giving consumers the opportunity to interact with the brand.
Hausman said that while A Bullseye View mentions in-store or online sales at Target, shopping deals “are not the focus” of the site and the Twitter account.
“We'll put a twist or an interesting nugget related to the deals, so that it's not all about deals. It's about leaning more about Target in an interesting and different way that you haven't previously thought of,” explained Hausman. The brand will also target bloggers in its outreach.
The brand wants the site and Twitter handle to grow “organically,” added Hausman.