Target gave Razorfish a challenge: Imagine how digital experiences will evolve to become a bigger part of the future-shopper’s everyday and how can those experiences be leveraged to create more meaningful and more personal relationships with guests? Our answer:
With the new Target app, guests get a shop-along mobile experience that pulls up additional colors, textures, or variations of products available online. Target can set sizes and recommend colors or patterns based on purchase history. If something isn't available in-store, they can add it to their virtual cart and pay for it during checkout, after which they will get it delivered right to their home. We also introduced product tagging – If a guest sees something they like out in the wild, they can take a picture with the app and get a list of all similar Target products.
Target’s guests love to be trendy, but Target has a dizzying array of products, making it hard to stay on top of it all. Enter the Awesome Shop. It acts as a feed, listing products that are all the rage. The more tweets, likes, ratings, tags and mentions a product gets, the higher it moves up into the Awesome Shop, making guests feel more confident about their purchases. It’s hip to be awesome.
The new Target app gives guests the power of product subscriptions, making ordering everyday items as simple as the push of a button. And knowing guest’s purchase history enables Target to serve up a new perspective on items they already own with similar or related products. And while in-store, the app, along with digital kiosks, provides a more personal experience to guests with the help of product customization tools.