Target updates app with brick-and-mobile in mind

Target (NYSE:TGT) has updated the integration between deals and shopping lists on its mobile app as part of the retailer's continued march toward a "brick-and-mobile" strategy.

The iPhone version of the Target app was updated last week, now allowing users to add deals from the Cartwheel app directly to their shopping list. Shopping lists were highly-touted when Target re-launched its app last fall, and for good reason. A study released last summer by Gannett's Key Ring found that 89.3 percent of respondents found their smartphone to be the most convenient place to keep a shopping list, and 22 percent of people said they always made a list before going shopping.

Target's list capability has simplified that process, providing another channel for the retailer to draw shoppers in-store and engage them once there. The re-launch last year also included an interactive store map, addressing one of the other major hurdles to the in-store experience.

It's all part of the retailer's efforts to move toward a more integrated mobile experience at brick-and-mortar locations. During his keynote at last week's eTail West 2015, Target's VP of Enterprise Strategy Jamil Ghani discussed those efforts in detail, explaining how the mobile app's features were designed to streamline the shopping experience and encourage shoppers to buy more.

"Thirty-six percent of everything sold in store is influenced at some point from digital touch point," he said. "If we can unlock our significant store data we can augment the store experience. We see guests that engage with us on mobile make four times as many trips per year."

That's a significant return on its mobile efforts so far, and that engagement is due in no small part to the fact that the mobile app doesn't just repackage circulars and offers shoppers can get elsewhere. The products on offer and features in the app help drive future purchases and trips to stores. The payoff is that not only do mobile app users come to Target stores more often, they buy more, thanks to features like shopping lists.

Target is one of many retailers looking to blur the lines between in-store and mobile initiatives, especially as more shoppers opt for mobile purchases over online. The retailer's mobile initiatives have been well received by consumers as well, with Target's app accompanying Walmart's as the most popular in retail.

For more:
-See this Mobile Commerce Daily story
-See this Key Ring study
-See this Mobile Commerce Daily story

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