Target’s holiday plans include free online shipping, new apps and pop-up store
Minneapolis --Target Corp. on Wednesday fired the first retail salvo of the holiday season, announcing that, for the first time ever, it is offering free shipping on all online purchases—no matter the amount—from Oct. 22 through Dec. 20. The free shipping offer comes early in the holiday shopping timeline, reflecting retailers’ concerns about what is expected to be a highly promotional season.
Target’s shipping offer is one of many initiatives the retailer is offering this holiday season as it looks to regain its footing from its performance last year, which was hampered by news of its data breach. Target’s holiday features range from updated apps to exclusive merchandise to a pop-store in New York City. And with its eye on busy—and last-minute— holiday shoppers, the retailer also announced that more than 65,000 items are now available for store pickup on Target.com and 80% of orders are fulfilled within one hour.
“Target is poised to deliver an unparalleled holiday shopping season. We’ve been building capabilities that put us in a strong starting position, including the right digital tools and a broad assortment of unique, on-trend merchandise. Our value proposition will be unrivaled, with compelling promotions and an exceptional shopping experience online and in our stores,” said Brian Cornell, chairman of the board and CEO, Target.
Other Target holiday initiatives include a Wish List app that offers an augmented reality feature that works with Target’s Kids’ Gifting catalog. The app, set to launch on Oct.31, can be downloaded on Apple and Android mobile and tablet devices or printed on the registry kiosks in Target stores. In a special promotion, shoppers can save 10% on their Wish List on one day of their choosing before Nov. 26.
Additionally, Target is relaunching its mobile and tablet apps in time for the holidays. The enhancements will make it easier for shoppers to locate and purchase products using interactive store maps and shopping lists as well as streamlined checkout including, Apple pay in the iPhone app.
On the brick-and-mortar front, Target is partnering with Story, an a New York City retailer that reinvents itself—from merchandise and store design, to floor plans and fixtures—every four to eight weeks based on a new theme or trend. From Target’s design partnerships to its everyday collections, Story will curate its favorite holiday items from Target, alongside its other must-have items for the season, beginning Nov. 5.
“Working with Story will give holiday shoppers in Manhattan a new way to discover Target’s brand and products,” said Kathee Tesija, chief merchandising and supply chain officer, Target. “This unique concept will also provide a testing ground for us to continue to understand how merchandising and product curation influences our guests.”
Other holiday initiatives include:
• Target’s savings app, Cartweel, will offer daily deals for its more than 10 million users, and from Nov. 2 to Dec. 24, Cartwheel will offer 50% off a different toy every day. The app will have new features for the holidays, including special deals for top users, personalized recommendations and a select number of popular offers that do not expire.
• For the third year, Target is extending the timeframe of its price match policy for the holiday season beyond the typical seven day window. If a shopper purchases a qualifying item at Target between Nov. 1 and Dec. 24 and then finds it for less at Target.com, a local competitor’s printed ad or at select online retailers, Target will match that price.
•Target also announced a host of holiday merchandising exclusives, including a limited-time-only collection of American-made scarves, throws and handbags the 150-year old Faribault Woolen Mills in Minnesota, that will be sold only the chain’s digital channels, and a limited-edition collection of girls’ apparel and accessories inspired by the film remake of "Annie"
• Target's holiday advertising, which will start to run on Nov. 2, will embrace the retailer’s iconic elements—using the red, white and Bullseye. The campaign will include broadcast, radio, out-of-home and catalogs with an increase in digital media support by 50%.
•Target said its stores will be transformed with fun and whimsical in-store décor created in partnership with David Stark Design, a top event design agency.