abc
QUICK LINKS:

Can Target Market over the Breach?

Updated: 12/23/2013 7:00 PM
Created: 12/23/2013 5:26 PM WDIO.com
By: Travis Dill
tdill@wdio.com

Target worked hard to pull customers into stores after the security breach announcement last week. A local marketing expert said Target is making progress, but failed to take charge of the situation from the start.

The Target security breach hit the news before the company could take charge of the financially frightening situation according to a local marketing expert.

“It will be an example of what not to do moving forward for large companies,” Mike Malone said.

Malone spent 5 years working at two local advertising agencies, and now works for Compudyne, a local information technology firm. He said Target's hesitation hurt them in a world running at the speed of social media.

“It took the about a day to fully respond to people, and in a world of social media, I mean you're talking, people expect an answer within an hour,” Malone said.

He said another problem is that millions of customers headed to the Target Facebook page looking for answers only to find promoted deals filling the feed.

“People wanted to hear about the breach and not about how you can buy this t-shirt for 50 percent off. So that really desensitized a lot of people,” Malone said.

Malone said after a rough few days Target started pushing fraud prevention tips on social media. He said the company made a big sacrifice to offer a discount to every customer that shopped the weekend before Christmas, one of the busiest of the year.

“The 10 percent discount is a big deal, especially when it's to everyone on any purchase. That's investing a lot of money to get people's trust back,” Malone said.

He said Target will likely lose millions of dollars, but the company is far from dire straits because of its huge retail presence.

“People will still shot there. I mean you can pretty much buy everything from there,” Malone said.

He said competitors were the big winners because this crisis hit just before last minute holiday shopping, but it should push Target to be more secure than ever.

In a statement released Monday, Target officials said the company is working with the Secret Service to investigate the security breach, but that means the company cannot share details on the incident.

Front Page

  • Former Minn. Minister Accused of Abuse Reported in Spokane-area

    The Washington State Patrol says investigators have acted on 20 or 30 tips this week as they check locations in the Spokane-area in their search for a self-professed minister accused of sexually abusing at least two girls in rural Minnesota.

  • 2 Hospitalized After Lincoln Park House Fire

    Two people are in the hospital after a house fire in Duluth's Lincoln Park neighborhood on Friday. Assistant Fire Chief Bryan Bushey said the damage is estimated at $30,000. There is no word on the conditions of the victims.

  • Playful Otters Explore Their New Aquarium Home

    Two new river otters have been living at the Great Lakes Aquarium for nearly two months, but they were just released for public view Thursday. On Friday, they were avidly exploring their new home in the Otter Cove.

  • Abduallahi Charif Police Release Report Detailing St. Louis Park School Drowning

    Details have been released in the death of a 12-year-old student pulled from a St. Louis Park Middle School pool in February. Police say kids were horseplaying in the deep end before the boy went under the water.

  • Duluth Airport Wins 'Project of the Year' Award

    The new terminal at the Duluth International Airport is bigger and better - and now it is also an award-winner. The Minnesota Council of Airports has given  the Duluth International Airport the 2013 Project of the Year Award. 

 

Winter Weather Advisory

MN AREAS AFFECTED: Koochiching; North Itasca; South Itasca
Expires: 4/19/2014 10:00 AM

Winter Weather Advisory

MN AREAS AFFECTED: Carlton, South St. Louis; Central St. Louis; North St. Louis
Expires: 4/19/2014 12:00 PM

Winter Weather Advisory

MN AREAS AFFECTED: Northern Cook, Northern Lake; Southern Cook, North Shore; Southern Lake, North Shore
Expires: 4/19/2014 4:00 PM

Flood Warning

MN AREAS AFFECTED: Aitkin; Crow Wing
Expires: 4/24/2014 7:00 AM

Advertisement
Advertisement
Advertisement
Advertisement