ORDERSREVENUE

413% 389%

Year-Over-Year Growth Driven by Targus’ Identity Marketing Programs

SUMMARY

Targus Uses Identity-Driven Offers to Generate Triple-Digit Growth

SUCCESS STORY

For more than 35 years, Targus has helped professionals protect their devices with

high-quality laptop and tablet cases, universal docking stations, and technology

accessories. The company wanted to generate greater brand awareness and loyalty,

so it partnered with SheerID to create personalized offers for consumer tribes based

on their occupation and life stage. The programs resulted in triple-digit, year-over-

year growth in both the number of orders placed and revenue generated.

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Targus Uses Identity-Driven Offers to Generate Triple-Digit Growth

CHALLENGE

Traditionally, most of Targus’ business has been driven by

large corporate clients. As the company began to expand

its e-commerce sales, it wanted to better convey its brand

value directly to consumers, from small businesses and

entrepreneurs to college students, mobile professionals, and

other technology users.

The company believed that creating personalized offers

for college students, teachers, and the military would build

loyalty and help the brand stand out in a crowded market.

“The military serves and protects our country. Teachers are

educating the future. And students are our future,” said

Jon Pickard, Senior Manager of eCommerce for Targus.

“We wanted to reward these groups for who they are by

giving them a special offer they couldn’t get from any of our

competitors.”

Targus also wanted to create personalized offers for their

enterprise customers—Fortune 500 companies that offer custom

discounts through their employee purchase programs (EPP).

It was a smart strategy, but to bring it to life, Targus needed a

way to ensure that only members of these groups could redeem

the offers and that the process was part of a seamless flow within

the Targus brand experience.

Increase brand awareness and loyalty

while rewarding key consumer tribes and

corporate clients

Targus created rich, evergreen offers of 25% off all purchases

for the military, college students, and teachers. And it used

SheerID’s Identity Marketing Platform to implement them.

Customers simply enter basic information—such as name,

email, and school or branch of the military—into a form

embedded in the Targus website. SheerID then taps into

9,000 authoritative data sources to instantly verify their

eligibility. Once verified, customers continue shopping.

After running the offers for a year, Targus decided to ramp up

how it promoted them. To underscore the personal relevance

of the offers, Targus promoted them using language that

resonates with each group, such as “recognizing the hard work”

of college students and teachers, and “saluting the service” that

military members provide. The company included evergreen

links to the discounts in its Twitter account and runs social media

campaigns to promote the offers around relevant holidays like

Veterans Day and Teacher Appreciation Week.

Targus also began putting box inserts in every product it ships

letting customers know that if they belong to one of these

consumer tribes, they can take advantage of the discounts on

future offers.

Personalized offers to college students,

teachers, the military, and employees of

enterprise clients—all verified by SheerID’s

Identity Marketing Platform

SOLUTION

CONSUMER TRIBES

CORPORATE CLIENTS

Targus began using SheerID to streamline its corporate clients’

employee discount programs. A company promotes its Targus

discount to employees, and when employees visit Targus.com,

they simply enter their email address to verify. SheerID instantly

verifies their employment, giving employees access to their

discount.

SheerID provides the kind of streamlined exchange Targus wanted

to have with its customers. “SheerID made the whole experience

easy for shoppers and plug-and-play for us,” Jon said.

SheerID is helping us acquire and retain customers with

personalized offers that acknowledge people’s unique

identities and the contributions they make to our communities.

Jon Pickard, Senior Manager of eCommerce“

Using SheerID to deliver personalized offers to consumer

tribes has paid off. Customers who visited a landing page for

a personalized offer verified by SheerID saw 105% higher

conversion rate in FY 2019 compared to the sitewide average

conversion rate for FY 2018.

And when comparing FY 2019 to FY 2018, all three programs

drove remarkable year-over-year growth for both the number

of orders and the revenue generated by personalized discounts

verified by SheerID.

RESULTS

Best of all, the programs are helping Targus create meaningful and

lasting brand connections.

“SheerID is helping us acquire and retain customers with

personalized offers that acknowledge people’s unique identities and

the contributions they make to our communities,” Jon said. “And

the platform makes it easy to customize their experience within our

brand, which makes us stand out. It’s given us a highly effective way

to engage our audience.”

Military: 849% increase

College Student: 381% increase

Teacher: 859% increase

Military: 778% increase

College Student: 357% increase

Teacher: 840% increase

NUMBER OF ORDERSREVENUE GENERATED

Targus Year-Over-Year Program Growth

MILITARY

A 389% increase in the number of orders

and a 413% increase in revenue

When compared to the sitewide average,

landing page conversions for Targus’

personalized offers increased

TEACHER

ORDERS

ORDERS

ORDERS

REVENUE

REVENUE

REVENUE

2018

2018

2018

2019

2019

2019

7.7x

8.6x

3.8x

8.5x

8.4x

3.6x

$

$

$

105%COLLEGE STUDENT