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Target Will Pay for Accusing S.C. Woman of Shoplifting

By Lisa Everitt | Oct 27, 2008

A South Carolina jury ordered Target to pay more than $3 million to a woman it accused incorrectly of trying to pass counterfeit money.

Two years ago, Rita Cantrell tried to spend a 1974-vintage $100 bill at two different Target stores in Greenville, S.C. She was questioned at the stores and turned away. What made the case actionable happened next: A Target loss prevention employee sent an e-mail to 31 other North Busted FlatCarolina retailers and law enforcement agencies, warning them to be on the lookout for Cantrell. The e-mail included Cantrell’s information and photo, and told other stores that she was passing counterfeit bills and shoplifting.

Ironically, Cantrell worked at Belk’s, a department store … in loss prevention. First, the email showed up at her place of work. Then the Secret Service paid Cantrell a visit at Belk’s, looked at the Ben Franklin in question, and pronounced it old, but genuine.

Cantrell sued for defamation and negligence, and a Greenville jury in U.S. District Court awarded her $100,000 in compensatory damages and $3 million in punitive damages.

“Every aspect of Rita’s life was harmed by Target,” said Bozzie Boggs, one of Cantrell’s attorneys.

Target will appeal, claiming that Cantrell’s $200 medical bill should not have resulted in $100,000 in actual damages, which then formed the basis for the $3 million judgment.

A Denver-based business writer, Lisa Everitt is a veteran of daily and weekly newspapers and trade magazines, including The Natural Foods Merchandiser, Rocky Mountain News, Inter@ctive Week, San Francisco Business Times, and the Peninsula Times Tribune.

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    elo8

    10/27/08 | Report as spam

    RE: Target Will Pay for Accusing S.C. Woman of Shoplifting

    Luckily for Target, they have a new advertising campaign in place that has already received full approval from Dr. Tantillo ('the marketing doctor'), a frequent guest on Box Business News.

    Target's new advertising campaign will absorb a full 3/4 of their marketing budget (at least according to the post on the Marketing Doctor's blog - http://blog.marketingdoctor.tv ). The campaign will emphasize Target's addition of more perishables and will fight against the perception that their products cost more than those of Wal-Mart and Kmart, including actual prices of products in their ads. ( I'm not sure I totally believe it that Target costs doesn't cost a tad more than Walmart or Target..but maybe this just means that dirtier, more disorganized stores with frumpier staff spells VALUE to me).

    "The marketing concept is about integrating business model fundamentals with aggressive marketing campaigns, and Target clearly has that concept in mind."

    "The instinct in tough times might be to cut marketing dollars. Bad idea. Smarter marketing is needed now, not less marketing."

    Tantillo's full post: http://blog.marketingdoctor.tv/2008/10/24/value-for-money-is-back--target-does-marketing-right.aspx

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