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  • We're following the US's consumer. And across the country, I travel virtually every single week,

    我們一直追蹤著美國的消費者。每個禮拜我幾乎穿梭於國內各地

  • Whether it's in Los Angeles or San Francisco, what's happening in New York or Chicago, or even in Miniaples.

    不論是在洛杉磯、舊金山,或是在紐約、芝加哥發生的各種大小事,甚至是在明尼蘇達州的大城市裡

  • The US's consumer is moving back to urban centers. So we're just simply following the consumer.

    消費者們有搬回市中心居住的趨勢。我們做的僅僅是跟隨著他們而已

  • And while those are smaller formats, we have obviously more product available online. So if it's not available in that store today,

    雖然市中心的店面規模較小,但網路上顯然有著更多樣化的商品。所以說即便今天這間店沒有販售

  • tomorrow you can order online and come by and conveniently pick up that full breadth of the targeted assortment.

    明天你只要在網路上訂購,就可以非常方便地在附近店面領取種類齊全的商品

  • So we're just following the consumer as they move back to urban centers. And they've told us they want the brand, we're gonna make sure the targeted brand is there.

    我們只需追隨消費者,跟著他們移動到市中心。他們想要什麼品牌,我們就須確保那個地區有這些

  • So you clearly focus on exactly who your customer is, as every great marketing person is for a consumer.

    就如每位成功的行銷家一樣,你很清楚地聚焦於消費者身上

  • Has that profile changed for target over time? Tell me about it. For example, are there more Hispanics in your clientele? How is it changing? How are their habits changing?

    這會隨時間改變嗎?舉例來說,你的顧客群裡有較多的拉丁裔人嗎?變化的趨勢如何?他們的習慣如何改變呢?

  • Well, they have changed. I mean, if we go back in time, you'll think about that target guess, that target shopper as the suburban housewife.

    確實有不少改變。如果是在以前,目標消費者,主要購買的族群會是郊區的家庭主婦

  • Now she's pulling up in a van with a couple of kids. And they're certainly coming to our stores today.

    然而現在只要開著休旅車,載著小孩,就可以來我們的店面採購

  • But we're appealing much more to that "Millennial Family", and we also know, more and more, they are Hispanic.

    但更吸引我們的是「新世代家庭」,就是大眾熟知的拉丁裔家庭

  • So we've got to recognize their needs, and make sure our assortment, the experience matches up with what they're expecting.

    必須去了解他們的需求,確保商品種類以及消費經驗是否有和他們預期的相符

  • We also know our shopper today is very focused on digital. And when I walk our stores, they've got their smartphone open.

    現今的消費者非常注重數位化。當我在店內巡視,他們會不時查看自己的智慧型手機

  • You're reporting on Apple today, there's a lot of Apple iPhones in someones' hand when they're shopping our stores. They're looking at our app.

    就像今天談到的蘋果,很多人在店內購物時手上拿著 iphone,使用著我們的應用程式

  • They've got their shopping list, they're downloading something we call "cartwheel", but they're very digitally-connected.

    他們有購物清單,並下載我們稱之為「虛擬推車輪」程式,與數位緊密連結

  • So we've gotta recognize when they shop our stores, now this is a very digitally-connected shopper, and we have to make sure we meet their needs.

    要認知到當他們在店內購物時,是和數位科技緊密連結的,而我們要做的則是滿足他們的需求

We're following the US's consumer. And across the country, I travel virtually every single week,

我們一直追蹤著美國的消費者。每個禮拜我幾乎穿梭於國內各地

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A2 初級 中文 美國腔 消費者 店面 市中心 購物 家庭 商品

目標公司計劃如何贏得千禧年家庭的青睞? (How Target Plans to Win Over Millennial Families)

  • 55 5
    Ray Du 發佈於 2021 年 01 月 14 日
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