Target, the nation's third largest retailer, is still struggling to reclaim their lost reputation after their credit card system was hacked back in December of 2013. The breach left millions of customers vulnerable to identity theft as their credit card information was put up for sale on the black market.
The breach also erased all the hard work Target put forth over the last few decades in building their reputation as a chic retailer.
The Minneapolis based retailer, founded in 1902 by George Draper Dayton started life as the Dayton Dry Goods Company. According to Target.com the first Target opened in "Roseville, Minnesota, in 1962. Today, Target operates 1,683 stores in 48 states, including 239 SuperTarget stores, has grown over the years."
Target grew their brand by being aggressive in the marketplace. They were the first retailer to reach out to such celebrities as Michael Graves in order to create products the public would buy enforce. Target also created incentives for shoppers, such as the Red Card which offers card users 5% off the their entire purchase, which helped the retailer grow and keep a loyal customer base.
Now Target is desperately trying renew and restore relationships with those customers who are still leery of shopping at Target because they fear further security breaches,
According to MarketWatch.com, "Target is battling declining store traffic and consumers reluctant to spend, but in addition to those concerns, the company’s data breach still has a lingering negative impact on its customer service and reputation scores."
The Wall Street Journal also reported in February that Targets's earnings took a 46% slide because of the data breach.
Only time will tell if Target is successful at winning back the trust of their lost customers but it will take
Like all things in life there is a lesson to be learned from the Target and their lost reputation. In life a good reputation takes a lot of hard work to build and even harder work to restore once it is lost.
The Bible says in Proverbs 22:1, "A good name is to be more desired than great wealth, Favor is better than silver and gold."
As Proverbs Christians need to guard their reputations at all times because they are under a greater scrutiny from those around them. One wrong word or act and the reputation it took God;s Son his life to build can be tarnished for others, maybe even forever.
It is for this reason every follower of Jesus should as Proverbs states desire a good name more than anything else.