Struggling to make up for deep losses, Target just demonstrated just how desperate they are for foot traffic after the effects of the company’s bathroom and fitting room policy continues to keep over 1.4 million shoppers away from their stores.
For the first time in its history, Target offered a 10% discount on almost every product in its stores and online during a one-day #TargetRun sales blitz on Sunday, August 28th to help prop up its August sales numbers and attract Back-to-School shoppers. The retailer offered a discount coupon in its Sunday’s weekly and automatically applied the discount for online shoppers, while RED Card shoppers were able to receive the 10 percent discount on top of their normal 5 percent discount and free shipping. The sales technique is reminiscent of the techniques recently used by Sears Holdings to drive traffic to its struggling Kmart & Sears locations. The #TargetRunDay event comes a week after the retailer detailed a decline in sales over recent months in their report to shareholders.
The unusual sale tactic came one week after Target reported a massive 7.2% drop in sales in the second quarter, following the launch of the AFA #BoycottTarget campaign.
Target CEO Brian Cornell admitted in a conference call with media that traffic is way down and that sales are hurting. “In the second quarter, our No. 1 challenge was traffic, which affected sales in all of our merchandise categories,” he said.
Although he did not mention the AFA boycott by name, 1.4 million people have pledged to Mr. Cornell that they will not shop at Target.