It absolutely was May 2010, as well as the results were in. For Doug Scovanner, CFO of Target Corporation, there was great news, and there was bad news. The recent trials of a new REDcard Rewards Program in San Antonio, Texas, and Kansas City, Missouri, had yielded mixed results. In San Antonio, the new rewards program offered a 3% discount on Target purchases when using a REDcard to customers, but it had not produced a significant escalation in sales in that marketplace.
On the flip side, the trial with a 5% reduction on Target REDcard purchases, in Kansas City, resulted in a significant sales increase. There were risks involved in the determination-without incremental sales, the bottom line of the company's would hurt. Choosing for more testing would raise its own set of questions: Would the firm learn a good deal more? Scovanner needed to determine then if the program should be in place for the fall and holiday seasons.
Target Corporation Rewards Program, June 2010 case study solution
PUBLICATION DATE: November 15, 2011 PRODUCT #: UV5629-HCB-ENG
This is just an excerpt. This case is about FINANCE & ACCOUNTING
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