In Brief

As detailed in PSFK's Future of Retail 2019 report, Target is reimagining the consumer experience with app-based solutions, from enabling visual search technology and a digital wallet to sourcing consumer feedback through a secret social network

From seamless product discovery to in-store navigation and QR scanning products for frictionless checkouts, Target is revolving the customer experience around the mobile phone. The retailer is equipping shoppers with a slew of features via its mobile app that help them find the right products, ensures confidence in their decision-making process and helps them purchase as efficiently as possible.

At the same time, Target is designing its stores for functional convenience, adapting to consumers’ increasing demand for personalized assistance and convenience by enabling a number of app-based delivery solutions:

Merchandising & Curation
Target partnered with Pinterest to integrate its visual search technology, known as Lens, into Target’s apps, allowing shoppers to snap a photo of any product and to find out additional information and receive suggestions for similar products that Target carries.

Transactions & Payments
Target’s mobile Wallet feature on its Cartwheel saving app allows customers to make purchases and speed up checkout time at stores by using their phones to scan the barcodes of all the items they plan to purchase. These items are added to a digital cart and when the customer finishes scanning them, a new barcode pops up on their phone for the cashier scan it at the checkout.

Delivery & Logistics
Target Drive Up lets shoppers place orders through the Target app, choosing the time and store location where they would like to pick up their items. Shoppers click a button on the Target app to notify store associates that they are on their way and then park in a designated space to have their items brought directly to their car.

Loyalty & Membership
Target created a secret social network to help its biggest brand fans weigh in on product design for its in-house line of products. Target designers are able to ask members questions via the app in order to receive crowdsourced input on new product designs, allowing them to incorporate feedback and launch new products more quickly.

Target is just one example of how brands are improving the retail experience by integrating app-based solutions at key touchpoints along the customer journey. For more, see PSFK’s Future of Retail 2019 report. 

From seamless product discovery to in-store navigation and QR scanning products for frictionless checkouts, Target is revolving the customer experience around the mobile phone. The retailer is equipping shoppers with a slew of features via its mobile app that help them find the right products, ensures confidence in their decision-making process and helps them purchase as efficiently as possible.

At the same time, Target is designing its stores for functional convenience, adapting to consumers’ increasing demand for personalized assistance and convenience by enabling a number of app-based delivery solutions: