• Jacobs Communications

Jacobs increases digital scorecard metrics for brands at Target


This summer, Jacobs set out on an aggressive goal: to increase metrics on our brands’ digital scorecards. We launched our “80 by 60” initiative to create a focused program in supporting Target’s need in having a seamless online experience for guests no matter where they are on the shopping journey. Jacobs is proud to announce that since the program start, Jacobs vendors have seen continuous digital score improvement month after month. We have exceeded our 80 by 60 program by 370 bps and we are on track to exceed 90% scores by the end of the 2019 fiscal year.

“I am thrilled by our results and what it means for our partnership with Target and business results for our brands. Our team has rallied together to drive these impressive digital score card increases and their work will shine through with sales and an improved guest experience online,” says Jackie Gibney, President of Jacobs.

During the 3rd quarter of this year, Target said digital sales surged 31%, with same-day delivery options like buy online pick up in store and curbside pickup accounting for 80% of digital sales growth. With digital sales a crucial component of Target’s profitability, the Jacobs project team, led by Brandi Pertuzzelli and Zach Gunderson works to improve vendor metrics by improving data in Target systems in collaboration with vendor marketing teams and third parties.

With ever increasing complexities in the digital commerce world, vendors rely on Jacobs to achieve results required by Target. What started out as a new project initiative, is now our every day business model and best practice on how to maximize digital content. Our process starts with the Jacobs merchandising specialist team, in partnership with Target, to create specialized action plans based on each vendor’s business. Our AE and MS teams work together to provide resources, guidance, help remove obstacles for our vendors, and executes the changes on Target.com.

We believe this initiative, while a lot of work, is a necessary project as we help guide our vendors to align to Target’s key digital initiatives in 2019 and into 2020. Good for our Target partnership, but most importantly, good for everyone’s business. Items with high digital scorecards are able to increase online penetration growth, increase basket size, and increase average sales price.


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