Target digital upgrade emphasizes mobile

In 2015, Target (NYSE:TGT) CEO Brian Cornell called mobile Target's front door, and a recent redesign is fulfilling that description with an adaptive website that creates a more fluid experience as shoppers move between devices.

"People rely more than ever on their phones for everything in life, from interactions with friends to scheduling to shopping," said Jason Goldberger, Target's chief digital officer. "We've talked for years about being a mobile-first retailer. This move takes us from mobile first to mobile only."

A recent survey found that 80 percent of Target shoppers reported beginning a task on one device, then switching to a different device to complete the task. The new site will make that process smoother.

The site has gotten more than a responsive redo. In response to testing, there are more visual cues and icons, and less text.

Mobile is the device of choice for browsers, but many shoppers prefer to buy on desktop computers. Consumer behavior is shifting however, thanks in part to platforms that simplify the experience.

Conversion rates at Target skyrocketed 90 percent last year and surpassed the desktop rate of 2013.

Desktop hasn't been abandoned and will also benefit from the redesign. "By streamlining technology under the hood, we'll now be managing with one code base, meaning our team will be able to make updates faster and more efficiently than ever before," the company noted.

Target operates two separate apps, one for Target and the Cartwheel savings app. The company's digital sales are growing at a healthy rate and were up 23 percent for the first quarter this year.

For more:
- see this A Bullseye View blog post

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