Target To Expand Omni-Channel Features

By Megan Zielinski, contributing writer

On May 28, Target announced the formation of the company’s new Digital Advisory Council, with plans to further enhance in-store, mobile, and online services, test new layouts, and invest even more in digital capabilities — an approach that will provide Target customers with an overall convenient, seamless omni-channel shopping experience.

With over 4.9 million customers saving $36 million through use of coupon app, “Cartwheel” in only the first 8 months of its launch in 2013, Target is proving their commitment to ensure customers “Expect More. Pay Less” through use of the company’s digital platforms including, Cartwheel, Target Subscriptions, and free in-store pickup services. The company plans to expand upon all digital services by adding upgrades on the Target app including, improved navigation, smart shopping lists, personalized offers, new mapping capabilities, and expanded selections in the beauty, baby, and electronics departments. Target, in partnership with Pinterest, created “Rich Pins”, providing prices and availability of pinned Target products—the technology has resulted in a 70 percent increase to Target.com.

Target also plans to provide even more convenience to online shoppers, including another option along with their in-store pickup service, the company plans to roll-out the new “Ship from Store” option, allowing guests to order products online for same or next day delivery, right at their doorstep. The testing of Ship from Store will take place in Minneapolis, Boston, and Miami stores within the next few months. For $10 per order, customers can expect online purchases that are placed by 1:30 p.m. to be delivered between 6-9 p.m. the same day.

Target’s new team will bring opportunities for company growth. “We have made changes to our management team and are investing additional resources to drive U.S. traffic and sales, improve our Canadian operations and advance our ongoing digital transformation,” said John Mulligan, Interim President and CEO, CFO of Target Corporation. Target is not wasting any time in their 2014 developments.  

The new council includes Ajay Agarwal, previous Managing Director of Bain Capital Ventures, Amy Chang, CEO-Founder of Accompani, former leader of Google Analytics, Rodger Liew, previous Chief Technology Officer at Orbitz Worldwide, and Sam Yagan, CEO of the Match Group and OkCupid. Target also plans to hire 50 new software engineers to assist the council with building and creating digital strategies. “We’re confident that efforts such as creating the council and adding new engineering talent to our organization will help us achieve our goal of becoming a leading omnichannel retailer,” states Casey Carl, president of Omni-channel, Target.