Target rolls forward with Cartwheel

The Cartwheel couponing app from Target, which launched in 2013, is getting its biggest makeover yet.



Having been used by more than 25 million customers to create a total savings of more than $500 million, Cartwheel will now offer a more personalized experience, among other upgrades.



As soon as users open the app, they will see a new feature called “For You” that offers personalized recommendations. User experience has also been improved with a new bottom navigation bar with tools like a personalized shopping list, an offer finder, and checkout. The popular search and scan features have also been made more readily available. Other enhancements include a drop-down menu that lets users sort, arrange and map out offers.



Target recently announced it would end a pilot of curbside pickup to focus on other omnichannel offerings, including Cartwheel. Increasing the personalization and navigation of an already popular app should only boost its use further.



Cartwheel users ultimately pick up their in-app purchases in store with a mobile barcode, so it is a good example of how digital offerings can aid brick-and-mortar performance. At least for now, Target has decided to stick with the tried-and-true, rather than the new, when it comes to providing a seamless shopping experience.