Target and Cartwheel apps to merge

Target upping its mobile game.



In a move that will eliminate customer confusion over the retailer's two separate apps, the discounter will move its Cartwheel savings app into the main Target app. The integration will happen this summer.



“Guests will have one place where they can map out their store trips, snag great Cartwheel deals on in-store purchases, check out Target’s store and online assortments and, of course, make online purchases,” said Target’s VP of digital product, Sean Murphy.



The transition is currently underway, and shoppers can already access Cartwheel deals with the Target app. However, there are more changes to come.



Target is redesigning the app’s store map to monitor shoppers’ locations in real-time and highlight nearby Cartwheel deals as they move through store aisles. Later this summer, the app will also feature mobile payment for Target REDcard holders — a move that will enable shoppers to “score all their Cartwheel deals and get an additional 5% off everything they buy with their REDcard, all with a quick, easy scan of the app at checkout,” Murphy said.



According to the retailer, there are more app enhancements currently in the works, and also expected to launch this summer. These updates will be revealed in Target’s “A Bullseye View” blog.



Target’s new app initiatives dovetail into the company’s commitment to turnaround its business. Early efforts are already paying off as the discounter’s net income rose to $681 million in the first quarter ended April 29, from $632 million a year ago.



“We are in the early stage of a multi-year effort to position Target for profitable, consistent long-term growth, and while we are confident in our plans, we are facing multiple headwinds in the current landscape,” said Brian Cornell, chairman and CEO of Target. “As a result, we will continue to plan our business prudently while preparing our team to chase business when we have an opportunity.”