2 minute read
Most downloaded mobile shopping app in US
YoY eCommerce growth from 2018
eCommerce share of revenue since 2014
We're combining a number of different services to really make Target the easiest place in America to shop
BRIAN CORNELL, Target Chairman & CEO
A great mobile app doesn’t just encourage online shopping, it complements in-store shopping and fosters loyalty. Once a shopper downloads your app, they have your store right in their pocket 24/7.
Source: Target’s app
On the homepage of the Target app, you’re encouraged to browse by dynamic categories - the day before Valentine’s Day you’ll find a curated selection of gifts. In late August, parents will find all the back-to-school supplies their children need compiled in one place.
Perhaps more novel is the ‘Cartwheel offers’ section (the cartwheel and Target apps were recently merged into one), where you can browse only items that are on sale, and sort by discount rate. And the more you use Cartwheel, the more the offers are tailored to your tastes.
Critically, the app also supports in-store shopping. You can easily check unique offers and products at your local branch, and once you’re in the store, an interactive map shows you where all products are on the shelf. Finally, the in-app wallet is a convenient place to store your coupons and gift cards, and allows you to checkout using only your phone.
Source: Target’s instagram
In 2017, the average internet user spent over two hours on social media every day. That’s about 17% of their waking life.
Target built a robust following on Instagram - largely by leveraging the power of influencers. Their 2016 campaign for their ‘Cat and Jack’ line of children’s clothing reached 2.6 million consumers by connecting with just a handful of strategic influencer accounts.
It’s not just about building the brand - Target’s 4 million followers can click right through to their site, and buy the products they see in the posts.
Target also leverages its Youtube channel to market the brand. Connecting with customers on an emotional level is one of Target’s strategies for differentiating from Amazon and Walmart. Youtube is also used to showcase products - and like their Instagram, Facebook and Pinterest pages - lead viewers straight to Target.com to shop.
Mobile apps are a high-risk channel
When investing in an app as a digital shopping channel, one consideration has to be CNP fraud. In many verticals, orders placed via mobile app carry the greatest risk of fraud. Bad actors can relatively easily download them, and check out using stolen card information. To read more about how stopping fraud can provide a revenue boost, check out our free guide.