MIAMI – When you’re swimming in data about your guests, context is everything to determine appropriate messaging. It’s no wonder, then, that content needs will grow.

“What we find is that as we’re creating more targeted segments of guests that we can deliver messages to, each of those groups have different needs and things that they want to hear about or are relevant to them,” says Target Media Director Nick Jezarian.

“That’s something that we’re actively trying to address right now, the ability to become more nimble and agile,” Jezarian adds in this interview at the recent Beet Retreat Miami 2017.

It’s all about adding value to experiences. For example, when someone is using a mobile device in-store, it isn’t necessarily the time for brand storytelling but to “help them get the answer they’re looking for as quickly as possible.”

Target has its own in-house shop, Target Creative Studios, and also works with world-class outside agencies. “But it feels like the content needs are getting greater as the years go on,” Jezarian says.

He describes the new partnership the retailer has with NBCUniversal for programmatic audience buying, which is in the test phase in the fourth quarter, as “even greater than just the programmatic side. We find them an amazing strategic partner.”

Jezarian is most excited about NBCU’s commitment to figuring out the advanced TV and targeting space, its offering of a large portion of premium, national inventory and its willingness to partner with other entities “to figure out the solution as opposed to just selling it.”

Target aims to achieve a strategic and symbiotic relationship between its online commerce and 1,700 brick-and-mortar locations. To Jezarian, it’s not an either/or proposition.

“We believe that they are actually integral to each other and build off of each other,” he explains. “As guests are shopping in the online space and doing research, there’s still something magical about going into the store and being able to touch and feel the product.”

As the retail landscape changes, online and in-store both contribute to “a holistic Target experience that pays off our promise” of Expect More, Pay Less.

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.