 Target states the app consolidates what consumers want in a central location, with it incorporating a built-in product scanner, allowing consumers access to online information and to access price information at every store.
Target managing director Stuart Machin stated Target went “right back to basics” with app, talking with customers in-store about what they wanted. “The Target app is the cornerstone of our connected retail strategy, as it allows customers to interact with Target in ways that they never have before,” Machin commented. “Over the last two years we have invested heavily in online to create a world-leading experience for our customers wherever they are. The first phase of this app will bring Australia in line with international retailers, ensuring we are leading the way globally.” Machin noted mobile phone popularity has “completely changed the way we live our lives and the way we shop”. “It has split the traditional shopping journey into hundreds of micro-moments, where preferences are formed and purchase decisions are made,” he observed, stating Target has “adopted a mobile first digital strategy” in response to customer demands. Target has additionally advised that it is building strategic partnerships with Google, Facebook, Twitter and Instagram, “with a number of exciting initiatives currently in development”. In “a global first for retail”, Target’s most recent initiative sees “Facebook and Instagram ensuring that whenever Target communicates with customers, they are sent relevant, personalised photos that are appropriate and engaging specifically for them”. |
