News Feature | October 10, 2014

Target Expanding And Enhancing Mobile App Experience

By Megan Zielinski, contributing writer

Target Mobile App Experience

Target is refining their app store this fall, adding two new apps for pharmacy refills and gift registry, along with boosting current app capabilities, allowing for customers to enjoy an even greater, seamless, more personalized shopping experience at the convenience of their fingertips.  

“We view mobile as the new front door to Target,” says Jason Goldberger, senior vice president of and Mobile. “We’re launching a host of significant enhancements and updates to Target’s mobile offerings—making it easier than ever for guests to shop Target.” According to Goldberger, two-thirds of Target’s digital traffic comes from mobile users, and as a result of continuous innovative developments, it’s predicted to be three-fourths of digital traffic in the near future.

This month, new to the app family, Target Healthful enables customers to snap and send pictures of their prescription to the pharmacy service for refills. The app is dedicated to simplifying the refill process, management and status tracking of orders—no longer will customers have to search through Target’s main mobile webpage to access the pharmacy section. The retailer will continue to add updates throughout the next year.

The new Target mobile registry app goes hand-in-hand with recent in-store upgrades involving the replacement of old registry scanners with brand-new iPod Touch devices. The new interface system is completely transforming the registry process for the brick and mortar stores—the sleek iPods display product recommendations, inspirational content, category search of products, and helpful reviews. Target is providing the same updated gift registry experience for visitors and mobile users to enjoy. The registry app will be available for download later this month, allowing users to manage their gift list directly from their smartphone.

Target iPhone and iPad app users can expect to see likeable changes in the coming weeks. Target is incorporating more personalized touches for the main Target app on both devices to better-engage with users. The iPhone app will include a new appealing layout allowing for better streamlined product search—cutting down from thirteen navigation options to five. With a digital shopping list and interactive store map—users can get everything they need quickly and easily as the map guides them through their local store.

The reconstructed Target app for the iPad will be powered by more social media and creativity—a place for customers to seek inspiration as they discover trending Target products from fellow shoppers. The home page will display popular products and favorite items for users to browse through that are shared on Instagram and Pinterest.

Cartwheel, the mobile coupon app, saving app users across the country a grand total of $110 million since its 2013 launch, will also include new additions to heighten the savings experience. Customers will now receive personalized recommendations according to previous coupon clippings, and anticipate more rewards relating to their interests from Cartwheel’s exclusive offers.

The new Curbside app allows Target customers in ten San Francisco Bay locations to conveniently enjoy same-day fulfillment without having to leave their vehicle. App users place their orders, picking up their purchases at a quick stop to the Curbside-branded location as employees load the goods into their car. Comparable to carside services including Sears, the free new pickup service is perfect for busy shoppers on the go, especially as the holidays arrive.

The advancements are being implemented as part of newly-appointed Target CEO, Brian Cornell’s big plans for the future. “I am committed to empowering this talented team to realize its full potential, lead change and strengthen the love guests have for this brand,” said Cornell. “As we create the Target of tomorrow, I will focus on our current business performance in both the U.S. and Canada and on how we accelerate our omnichannel transformation.”