Target to the Salvation Army: You're not welcome at Christmas dinner!
Or any other time of the year, for that matter.
Since 2004, Target TGT has praised and supported The Salvation Army while simultaneously keeping its bell ringers from standing outside its doors. The company has reinforced its decision to provide customers with, as one Target spokesperson put it, “a distraction-free shopping environment.” Speaking to Fox 4 in Fort Myers, FL, the spokesperson said, “We do not permit solicitation or petitioning at our stores regardless of the cause or issue being represented.”
At the same time, Target continues to brag on its website about the difference it makes by “proudly” supporting The Salvation Army.
That's about as logical as people who defend free speech only to complain whenever somebody says something offensive and/or controversial. Target is being a hypocrite, plain and simple.
But as a corporation, should Target suffer for these actions? Is it wrong to be a backhanded Grinch?
Still a Giver
From St. Jude Children's Research Hospital and the American Red Cross to Feeding America and the United Way, Target is a fairly charitable company. While you might have doubts about Target's true intentions (ex: are the donations a marketing campaign in disguise?), the fact is that these charities are better off with Target's support than without.
By supporting these charities, Target isn't merely giving them time or money – it's promoting their names, their brands, and their causes. This is extremely important to the current and long-term success of a charity. As long as Target supports them, customers will be exposed to these charities via Target.com, in-store displays, and the occasional sales paper.
Still Greedy?
Whether you agree or disagree with Target's decision, you need to ask yourself: are bell ringers really a distraction?
Perhaps we should rephrase the question: are Target shoppers less likely to spend money in the store if a Salvation Army bell ringer is standing outside?
You can be sure that's the question Target execs asked themselves before announcing the ban. At the end of the day, Target is a corporation, and no “distraction” is going to keep it from maximizing profits.
But Target made this decision without asking its customers what they thought. When Mills Fleet Farm prevented bell ringers from standing outside of its stores, customers promptly complained. Their anger was heard loud and clear: yesterday afternoon, the retailer announced that bell ringers are welcome to return.
If You're Distracted, Shop Online
Instead of sending the message that Target doesn't have a heart (or, perhaps, a heart that is simply two sizes too small), the company should have told its “distracted” shoppers to shop online instead.
Target wouldn't have had anything to lose by doing so; in fact, it might have actually improved its public image by making a statement of this magnitude. The benefits would have been huge:
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- By reaffirming its commitment to the Salvation Army, Target's public image would have risen above retailers that exclude bell ringers.
- Customers who prefer to shop at charitable companies would have been more likely to choose Target.
- According to MSNBC, Target is not alone in its decision to shun the Salvation Army.
- In previous years, Best Buy BBY prevented bell ringers from soliciting shoppers.
- Home Depot HD also jumped into the anti-Salvation Army fray.
- As did Barnes & Noble BKS.
- Amazon AMZN is one of the leading online options.
- eBay EBAY is still a fairly strong brand.
© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
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