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Continued: Disappointing Canada sales drag down Target second quarter earnings

  • Article by: THOMAS LEE , Star Tribune
  • Last update: August 22, 2013 - 5:58 AM

Mulligan said Target does not need to adjust its pricing in Canada but rather do a better job educating consumers about prices. For example, Kantar studies have shown Target’s prices are comparable to its Canadian rivals but shoppers feel otherwise. Extra marketing and increased adoption of REDcard, which offers 5 percent discounts on each total purchase, will help, he said.

“The good news is that we come from a good place,” Mulligan said. “Studies show our pricing is very competitive with the low-price leader. We will use of all of the quivers in our marketing bag. We need to tell our story better.”

 

Thomas Lee • 612-673-4113

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