Target Mobile – In-Store Digital | Chris Cook
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Transcript of Target Mobile – In-Store Digital | Chris Cook
Target Mobile - In-Store Digital
ChrisCookSr Product Manager, Mobile Apps, Target
In-Store Mobile
Agenda:•Digital influence & mobile’s role in retail•What it means for Target•Designing for purpose•In-store experiences (Mobile is not just eCommerce)
In-Store Mobile
In-Store Mobile
In-Store Mobile
Digital & Mobile Influence
In-Store Mobile
Deloitte, The Digital Divide, 2014.
36¢ of every $1.00 spent in-store
Digital & Mobile Influence
In-Store Mobile
Deloitte, The Digital Divide, 2014.
$1.1T in 2013
Digital & Mobile Influence
In-Store Mobile
Deloitte, The Digital Divide, 2014.
40% increase in conversion
Digital & Mobile Influence
In-Store Mobile
Deloitte, The Digital Divide, 2014.
25% more spend
In-Store Mobile
Bricks & Mobile
In-Store Mobile
Mobile isn’t just eCommerce.
In-Store Mobile
eCommerce continues to grow, but only represents 6% of US retail.
In-Store Mobile
By amplifying our stores with great mobile experiences, we can deliver truly seamless commerce.
In-Store Mobile
Annual store trips
Store-only guests
Guests using mobile 4x
In-Store Mobile
Visits per year
mWeb Apps
In-Store Mobile
Revenue perunique
2.8x
Web users have different behaviors and needsthan app users.
mWeb Appstask completion, driving
downloadsloyalty, driving planning and store
trips
In-Store Mobile
Web users have different behaviors and needsthan app users.
Design for purpose.
mWeb Appstask completion, driving
downloadsloyalty, driving planning and store
trips
In-Store Mobile
Platform design and goals should be complementary, not identical.
mWeb Appstask completion, driving
downloadsloyalty, driving planning and store
trips
In-Store Mobile
Mobile isn’t just eCommerce.
In-Store Mobile
“When I am working on a problem, I never think about beauty. But when I have solved it, if it is
not beautiful, I know it is wrong.”
- Buckminster “Bucky” Fuller
In-Store Mobile
In-Store Mobile
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
Content
In-Store Mobile
Over millions of unique guests have used the Target app in stores this year.
Content
In-Store Mobile
In-store interactions with featured content increased 4x when it was location-based.
Content
In-Store Mobile
Products and deals that inspire, based on context.
Content
In-Store Mobile
Fresh content from .com and stores
Supports marketing, merchandising, and vendor messages
Browse favorite categories and brands
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
Trip Planning
In-Store Mobile
App lists average 2x more items thanthe average store basket.
Trip Planning
In-Store Mobile
76% of Target List usage happens on a mobile device.
Trip Planning
In-Store Mobile
The easiest way to build a list for your weekly Target trip.
Trip Planning
In-Store Mobile
Supports generic and specific items
Add with typeahead, scanner, and recent items
See available promos for items on the list
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
Self-Service
In-Store Mobile
Many guests leave without asking a Team Member for help.
Self-Service
In-Store Mobile
Guests who interact with the store map use the app 52% longer while in-store.
Self-Service
In-Store Mobile
“Can I help you find something?”
Self-Service
In-Store Mobile
Search stores or the entire Target assortment
Find any product on an interactive store map
Get information about nearby stores
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
Assortment & Commerce
In-Store Mobile
Searches increase 3x when app users enter a store.
Assortment & Commerce
In-Store Mobile
Guests who buy in the app while shopping in-store spend 1.7x more than the average store trip total.
Assortment & Commerce
In-Store Mobile
Everything you need. Never out of stock.
Assortment & Commerce
In-Store Mobile
Find anything we carry
See aisle location, price, and promotions for your store
It’s all about context
Assortment & Commerce
In-Store Mobile
Easy pay. On with your day.
Assortment & Commerce
In-Store Mobile
Fully native cart and checkout experience
Pick up in store or ship to home
Pay with credit, debit or Target GiftCard
Store-Centric Experience Design
In-Store Mobile
Content Trip Planning Self-Service Assortment & Commerce What’s Next
What’s Next
In-Store Mobile
Deeper cross-app integration using extensions.
What’s Next
In-Store Mobile
Streamlined in-store checkout.
What’s Next
In-Store Mobile
Beacons for enhanced relevance.
What’s Next
In-Store Mobile
Align Guest and Team Member mobileexperiences.
Bricks & Mobile
In-Store Mobile
In-Store Mobile
In-Store Mobile
In-Store Mobile
