Target launches new app
Target has launched a new mobile app to improve its e-commerce experience and help unite the online and offline shopping experience.
The new Target app includes a product scanner so customers can see online information including pricing, colour options and inspiration integrated into the online shopping experience. The app will also inspire customers and allow them to shop from Target’s Instagram feed.
Yesterday Target announced will expand its e-commerce product portfolio over the next two years, underpinned by exclusive partnerships, the first of which is with UK retailer New Look.
Target MD, Stuart Machin, says Target Australia is at the start of an exciting new chapter in its history.
“We are focusing on building our capabilities – online and offline. We’ve taken a much more customer centric view to our online strategy and have spoken face to face with thousands of customers. We are focusing on bringing the online and instore experiences closer together while delivering a ‘best practice’ digital experience across all our channels,” Machin said.
“Improvements have been made recently to our free click and collect service – in trial stores – with reports of reduced wait times for delivery – from days to hours in a majority of cases. It’s great for say mums, who want to order a larger item, as well as trying to manage the kids while shopping.
“We are also having a lot of success with our assisted ordering kiosks in stores which have been rolled out to 42 stores. Team members love helping customers to order products that aren’t ranged in their particular store. It gives them access to the entire Target range, which is proving to be very popular in our Target Country locations,” he said.
The features of the app for iOS devices were driven by customer demand.
“We’ve gone right back to basics with the app, spending weeks in store speaking to customers, understanding their needs and what will make shopping at Target easier and more enjoyable for them,” Machin said.
More than 70 per cent of customers said they would download the Target app due to one of these specific features. The app has been built around the three customer preferred features, alongside the normal features you’d expect in a retail app experience such as store finder, shopping and account facilities.
“The influence of digital is growing every year and so far our performance has been satisfactory and profitable. The popularity of the mobile phone has completely changed the way we live our lives and the way we shop,” said Machin.
“It has split the traditional shopping journey into hundreds of micro-moments where preferences are formed and purchase decisions are made. We have adopted a mobile first digital strategy, because this is what our customers’ demands. This ensures we are able to help our customer decide what to buy.”