Target adds AI in-store personalization, gamification features to app
Target is attempting to make shopping in its stores a more personal – and fun – experience.
The discount giant is launching several new artificial intelligence-enabled features on its consumer app designed to enhance its in-store shopping experience as the holidays approach. The new Target AI app offerings include a conversational AI-equipped gift finder tool that lets customers type in details about a gift recipient or occasion to receive tailored suggestions. (A demo is available at Target's corporate website.)
The retailer is also launching a new list scanner solution that enables customers to scan their handwritten lists in the Target app to add items seamlessly into their cart. Shoppers can open the "My Target" tab, click "Lists & Favorites" and select "My Shopping List" to start scanning.
In addition, Target has enhanced its Store Mode app feature so that it automatically activates as soon as customers enter a Target store and navigates them through the aisles to find desired items. If a product isn't available, the feature connects customers to alternate fulfillment methods (including same-day or next-day delivery in eligible markets).
The discounters new "Find Bullseye" is a gamification feature that creates an in-store hunt for Target's Bullseye mascot available through Store Mode in the Target app. Shoppers who find the mascot can collect a holiday sticker at checkout. And while using the app in-store, virtual animated helpers will guide customers through their app experience while telling jokes.
[READ MORE: Target's holiday plans include in-store events, deals — return of ‘hot’ Santa]
"We know so many of our customers love shopping our stores with their phones in hand, and when they use the Target app in-store, their basket sizes are nearly 50% higher as they discover more of what they love," said Cara Sylvester, chief customer experience officer, Target. "We're committed to making the shopping experience this year even more connected, personal and intuitive, with innovations that help customers discover the hottest items and Target products they love at a great deal. It's all about meeting them where they are, simplifying gift-giving and helping families focus more on the joy of the season."
In another recent mobile -enabled omnichannel holiday offering, Target debuted a new holiday kids catalog that highlights the top gifts for every age and interest. Customers can scan a QR code on the catalog to unlock a digital-first experience simplify wish list creation and sharing for kids and gift-givers alike.
Minneapolis-based Target Corp. operates nearly 2,000 stores across the U.S. and the Target.com e-commerce site.
