Target’s New App Makes In-Store Shopping Easy

Rather than ignoring the fact that consumers are using their mobile devices to shop while in the store, Target tackled the challenge head-on through its mobile app.

Using location-based technology from Point Inside, Target’s app allows customers to pick a product from their shopping list and find where it is located in a store. According to an article from Adweek, “The user builds a shopping list or uses a search bar to find products, then the aisle where a product is located is revealed.”

While Amazon and other online retailers are one of Target’s main competitors, investing in advancements such as this app allows the company to differentiate itself through integrating online and in-store shopping.  Not only is the app a push towards omni-channel, but Target also acquired Powered Analytics last week, a shipping software company, to continue to develop its integrated shopping experience.

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