Target is making some major moves in its mobile channel, integrating its Cartwheel loyalty technology with its mobile app to show customers nearby deals and offer up coupons to improve the shopping experience.
“It’s about giving guests technology to improve their lives,” said Grace Glenny, Senior Director of Site Merchandising for Target at Shop.org in Los Angeles.
Target is integrating Cartwheel’s functionality into its flagship app with a focus on long-term ease in the shopping experience. This will include beacon and Bluetooth technology that shows a shopper’s location on the app’s map as they move through the store.
Target said it’s akin to a GPS for the shopping cart. The mobile capability will go live in about half of its stores by the 2017 holiday season. As shoppers use this location technology, the app will display nearby Cartwheel deals.
“We’re really focused on a store-based interface on the app in order to be where [customers] are,” said Glenny.
The app will offer a “get it today” focus on related searches for both items and offers alike, along with store availability offers.
The app will also provide Target’s Red Card credit card and Cartwheel coupons in a single scan at the checkout. Customers can use it to build shopping lists and maximize on savings by providing offers near them.