Bryant seniors pitch creative ideas to Target executives

As part of the Target Case Competition, students present ideas to enhance the retailer’s sales.

On February 27, Bryant seniors in Business 400 (Business Policy) had the chance to pitch their ideas to Target executives to help drive more business to the retail chain and better satisfy cross-channel shoppers who make purchases both in the store and via Target’s website.

The first round of the Target Case Competition, which included about 60 teams, took place in Bryant’s BUS 400 classes. The 12 winning teams advanced to the semifinals, with the top 5 teams moving on to the finals. A panel of Target executives and members of the Bryant community judged the last two rounds.

The winning group, and recipient of the $1,500 cash prize, was the team of Jillian Baker ’08 (Buzzards Bay, MA), Stephen Dill ’08 (Providence, RI), Joshua Naphen ’09 (Tolland, CT), and Alan Waters ’08 (Clinton, MA).

As part of their plan, the team created a “bull’s-eye room of the month.” The room would feature monthly setups with online-only merchandise, with some in-store merchandise to complement the offerings. The idea is to boost the online-only big-ticket sales, while still bringing customers into the store.

Baker came up with the idea after talking to her mother, an interior designer, who told her that she does not buy furniture from Target because she has never had the chance to see the furniture in person, sit on it, or touch it.

“We were trying to make an online purchase more tangible,” explains Baker.

Says Naphen, “The project allowed us to take our classroom presentation and transform it into a real world sales pitch.”

“I learned the importance of effectively designing and marketing an initiative that we think can really make a difference for Target,” adds Waters.

The team of Jen Duggan ’08 (Mansfield, MA), Erinn Gormley ’08 (Feeding Hills, MA), Shawna Haggerty ’08 (Upton, MA), and Whitney McGann ’08 (Southampton, NY) earned the second place prize, a gift bag sponsored by the Wall Street Journal and Bryant’s Management Department, which included DVDs and iTunes gift cards.

The team developed a concept called “MyZone,” which included a simplified website, rewards cards, and an in-store personal shopping assistant all designed to bridge the gap between Target’s physical locations and Internet presence.

“We came up with these recommendations by generating ideas for what we would like to see from Target,” explains Gormley.

Adds Duggan, “I learned how to think outside the box, work as a team, and communicate a concept effectively.”

Barry Bayon, a lecturer in the Management Department and the professor of the class with the winning team, says the contest is a rehearsal for the student’s future role in the business world.

“I think the students learned that business managers want more than just a recommendation to a problem or opportunity,” he explains. “They want solutions and the steps to implement them including cost, timing, technology requirements, and personnel impacts. They also want to see their product branded, as well as professional and enthusiastic presentations of well-researched material.”

Mike Roberto, trustee professor of management who helped organize the event, says the competition is an opportunity for student to apply classroom learning to a real world issue that Target currently faces.

“This competition represents what a Bryant education is all about, and what I think distinguishes us from other schools,” he says. “We want to go beyond passive book learning toward a more active, engaged, and hands-on learning process.”

To view the student presentations, visit the spring Target Case Competition.