Target (NYSE:TGT) has introduced two new mobile features in time for the holidays: a bookmarking feature designed to deliver more personalized recommendations and a newly designed Awesome Shop now populated with user-generated content from Instagram.
Shoppers can use the new "heart" option to like and bookmark an item to a list on their mobile devices. Improvements to Target's personalization software allows for more targeted product suggestions based on a shopper's history, which now includes items shoppers have tagged with a heart, instead of recommendations solely based on items previously viewed.
Target's Awesome Shop has also undergone an overhaul. The Awesome Shop originated as way to group together and view top rated items and those trending on Pinterest. Now it also includes user-generated and crowdsourced images of Target products pulled from Instagram.
The Awesome Shop collection is divided into three categories: products, looks and places. Shoppers can see what's trending and click to buy items directly from the forum. The Awesome Shop launched in 2013 as a microsite, but has since evolved into an area where Target showcases curated content from social media.
The retailer has received accolades for its mobile apps, including Cartwheel, and now has turned its attention to integrated social media, making use of promotional Pins on Pinterest. Target is even exploring ways to highlight popular Pinned items in stores, as well as making use of mobile visual search technology to create shoppable print and TV ads.
By incorporating user-generated content from Instagram, Target not only makes it easier to highlight trending items more quickly, but adds a new element to customer loyalty as shoppers tag more images with the retailer's name, vying to see personal photos on the retailer's website.
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