Richard Gomez on personalization
From Top of Mind | Rick Gomez, Target · · ADWEEK
“The way we are thinking about how to deliver personalization at scale is exciting. Consumers, or what we refer to as our guests, want communication and offers that are personalized and unique to them.”
On , Richard Gomez, Executive VP & Chief Commercial Officer at Target Corporation, spoke about personalization during Top of Mind | Rick Gomez, Target on ADWEEK.
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.