Target Increasing Mobile Offerings for the Holiday

Nov 17, 2009 9:41 PM  By

General merchant Target is increasing its m-commerce offerings by making some of its recently launched holiday tools mobile-friendly.

Target spokesperson Kelly Basgen says the checklists, Merry Planner Calendar, Perfect Gift Pairings, and Target Christmas videos and gift finder tools are expected to launch today on its mobile platform.

“Mobile devices are integral parts of our guests’ lives, so providing mobile solutions for our guests is an important layer to our overall holiday campaign,” Basgen says.

The Perfect Gift Pairings pairs products such as Apple’s 8GB iPod Touch with matching accessories. The Merry Planner is a calendar filled with key Target sale dates.

Target last month gave mobile users access to view, manage and update their TargetLists (wish lists) and registries, and check for specific item availability and aisle location at a store of choice. iPhone users can also locate a store and look up store hours using the device’s GPS.

The retailer also added a gift finder to the Target app for iPhone. Old-school mobile users are not left out: They can opt in for holiday-planning text alerts.

Basgen says Target has been offering m-commerce for four years, starting with the text programs and eventually evolving into an m-commerce channel.

“We want to connect with those guests who prefer to research and purchase gifts and receive communication about the latest Target deals from their mobile phone,” Basgen says.

But while mobile users can view, search, look at ratings and perform other activities on the mobile site, they cannot make a purchase on that platform. Basgen says when a mobile customer clicks “purchase,” they are directed back to the regular site, and can complete their purchase using their mobile phone.