Target Tries to Win Hearts and Clicks of Gen Y
Millennials aren't smitten with Target, and the company knows it. Last fall, Target learned that to millennials, the company is nothing more than a big-box store. Buy from Target online? Who does that? Not millennials, apparently. "Target has traditionally been a store where people want to go in and feel and touch the products," says Jim Porçarelli, chief strategy officer at Active International, a corporate trading company. "It's been a destination." But the internet changed the way consumers shop, and millennials have replaced suburban moms as the country's most powerful marketing influence.