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Target was ‘car crash waiting to happen’ says retailer’s head of CX

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Target’s head of brand communications and customer experience has said Target was like a “car crash waiting to happen” before it transformed how it thought about itself and its customer: mums.

Speaking at Mumbrella’s Retail Marketing Summit, Nicole Gillard pointed to how the media had described the last few years in retail as ‘Aussie retail carnage’.

“We were, like many Australian retailers, ill-prepared for that,” she said.

“We were a bit like Lightning McQueen [the character from the children’s movie, Cars] … you know, cruising along, doing okay, not too much competition on the road, clear skies ahead, winning Piston Cup after Piston Cup.

“Until one day, out of the blue, our lovely country-city drive turned into a full on........

© Mumbrella