Target CMO Rick Gomez Supports #SeeALL

🎥 Sep 18, 2019 📺 ANA AIMM ⏱ 1m 👁 235 views

About Richard Gomez

In a September 2020 interview, Gomez discussed his expanded role as chief marketing, digital, and strategy officer at Target, noting that the e-commerce part of the role was the newest for him. He described the challenge of using data from Target’s loyalty program, Target Circle, which had over 50 million sign-ups in its first four months, to create personalized communication and offers for guests at scale. Gomez said the company refers to its customers as “guests” to reinforce the idea of Target as a generous host, and he emphasized the importance of using consumer data responsibly and transparently. He also mentioned an internal media agency called Round Owl that leverages first-party data to place targeted ads for vendors, calling it a profitable incremental revenue stream. Gomez also voiced support for the #SeeALL movement, describing it as a call to action for advertisers and marketers to better reflect multicultural consumers in their work. He stated that prioritizing the multicultural consumer is “no longer a nice to do, it’s a must do” for long-term brand growth, citing the diversity of Gen Z as a key reason. Gomez acknowledged that Target had made progress in this area but said there was more the company and the industry could do.

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Transcript (2 segments)

Richard Gomez0:03

I was incredibly excited to read the SEOL manifesto, and I was excited about it because it really is a call to action. It's a call to action to all of us advertisers and marketers that we need to reflect the importance of the multicultural consumer in our work. Look, the multicultural consumer is a large segment, it's a growing segment, and it's an incredibly influential segment. At Target, we have made a lot of progress reflecting the multicultural consumer in our work, but there's more that we can do. That's why I'm so excited about the CEO movement; it's a chance for us really to rally the industry to do even more.

Look, it's pretty simple: if you want to grow your brand for the long term, you have to prioritize the multicultural consumer. The multicultural consumer is a large group, it's a fast-growing group, and it is incredibly influential. Just look at Gen Z: they are incredibly diverse, and they expect to see themselves in the content that we're creating. So prioritizing the multicultural consumer is no longer a nice to do; it's a must do. It's an imperative if you want to grow.