Target expands mobile marketing, adds college registry to woo millennials

Target's (NYSE:TGT) new mobile marketing campaign takes aim at millennials, a group the retailer has had trouble winning over.

Target is beta testing a new feature in 41 stores that lets shoppers build shopping lists and then locates each item within the store. There's also a new ship-from-store initiative to help streamline deliveries and boost omnichannel efforts, according to USA Today.

There will also be more personalized product recommendations via a new personalization platform that has been in the works for the past nine months, according to the report.

Target has also launched a registry for college students that not only is aimed at younger shoppers, but replaces the old in-store kiosks used for wedding and baby registries with iPads connected to Target.com. Scanning guns will also be replaced with iPod Touches.

The registry launched in early June as a beta test, just in time for graduation. College-bound students can register for everything they'll need for their dorm or new apartment.

Nearly two-thirds of Target's online traffic comes from mobile devices, thanks in part to the retailer's new mobile coupon app, Cartwheel. Cartwheel leads all other major retailers in terms of time shoppers spend browsing and buying on mobile apps, according to comScore. The amount of time shoppers spent browsing and shopping Target via mobile devices rose 251 percent in March compared to a year earlier.

"Mobile is becoming a front door with Target," Casey Carl, Target's president of omnichannel strategy and experiences told USA Today. "That's really where we're going."

Target's annual shareholder meeting will be held today, June 11 in Dallas, near a new 360,000 sq. ft. distribution center.

For more:
-See this USA Today story

Related stories:
Target leads m-commerce growth
Target gets serious about its digital transformation
Hispanics have higher rates of mobile engagement at retail
Holiday 2013: Mobile traffic soared, Apple beats Android
Target defends pre-breach actions

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.