Targeting digital shoppersBY Australian Retailers Association
Target MD, Stuart Machin says the discount department store chain is at the start of an exciting new chapter in its history.
“We are focusing on building our capabilities – online and offline. We’ve taken a much more customer centric view to our online strategy and have spoken face to face with thousands of customers. We are focusing on bringing the online and in-store experiences closer together while delivering a ‘best practice’ digital experience across all our channels,” Mr Machin said.
“Improvements have been made recently to our free Click and Collect service in trial stores, with reports of reduced wait times for delivery from days to hours in a majority of cases.
“We are also having a lot of success with our assisted ordering kiosks in stores which have been rolled out to 42 stores. Team members love helping customers to order products that aren’t ranged in their particular store. It gives them access to the entire Target range, which is proving to be very popular in our Target Country locations,” he said.
“The Target app is the cornerstone of our connected retail strategy as it allows customers to interact with Target in ways that they never have before.
“Over the last two years we have invested heavily in online to create a world leading experience for our customers wherever they are. The first phase of this app will bring Australia in line with international retailers ensuring we are leading the way globally,” he said.
The app includes a built-in product scanner so customers can see online information including pricing, colour options and inspiration integrated into the online shopping experience.
“We’ve gone right back to basics with the app, spending weeks in store speaking to customers, understanding their needs and what will make shopping at Target easier and more enjoyable for them.
"The app will inspire customers and allow them to shop from our Instagram feed. It will also make finding prices easier, with the built-in product scanner, meaning customers can access price information at every store."
More than 70 per cent of customers said they would download the Target app due to one of these specific features.
“The influence of digital is growing every year and so far our performance has been satisfactory and profitable. The popularity of the mobile phone has completely changed the way we live our lives and the way we shop.
“It has split the traditional shopping journey into hundreds of micro-moments where preferences are formed and purchase decisions are made. We have adopted a mobile first digital strategy, because this is what our customers’ demands. This ensures we are able to help our customer decide what to buy.”
Target is building strategic partnerships with Google, Facebook, Twitter and Instagram, with a number of exciting initiatives currently in development.
The most recent is a global first for retail with Facebook and Instagram ensuring that whenever Target communicates with customers, they are sent relevant, personalised photos that are appropriate and engaging specifically for them.
“The opportunities for our business are endless and this is just the start of an exciting journey connecting our customers to our stores, our team members and to our products through digital devices,” Mr Machin said.
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Australian Retailers Association
Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.