USA: How Target translates customer’s love into mobile experiences
A Target executive at the Mobile Shopping Summit 2016 walked through how it is able to create magical moments on mobile that keep the focus on helping its customer by emphasizing on the little things, keeping it simple and testing every detail.
During the session, “Customer Obsession: How To Apply Target’s Customer Centric Mindset In Your Company,” the executive explained that its original strategy in which it shared as much info as it could with consumers was not working. This past Black Friday holiday saw more sales on mobile than on desktop, which was likely due to the retailer’s new strategy in which it focuses on keeping it simple and valuable for consumers.
“So there is an easy to identify element out there, the Target guest, the customer loves the brand,” said Rob Anderson, senior director of guest experience of Target.com and mobile product at Target. “But how to bring that to life in the digital space?
“There is love for the brand but is that really translating to data, he said. “We know that the mobile customer who spends time with us on mobile and in the store spends up to three times as much.”
Targeting the right strategy
Target’s strategy is to partner with the consumer to help solve their problems and adhere to their needs. The retailer focuses now on creating simple experiences that benefit customers, which are consistent across platforms.
The executive credits this success by bringing all of Target’s digital offerings in house in which small teams of experts in different areas convene and brainstorm to come up with new ways to solve problems. For instance, one small team worked together to drive basket sizes up, and within 30 days it was up and available to the public.
Team members brainstorm to solve a specific problem and then vote on a the best course of action. After the solution is agreed upon, Target does a series of AB testing to fine tune the product.
Once Target believes the digital solution is ready it will roll out at a scalable process. For instance, the basket size solution was tested on mobile first, then tablet and then on desktop before rolling out nationwide.
Target’s method allows the retailer to weed through the staggering amount of innovation happening in the marketplace and within its own company. With so many big players such as Google and Amazon coming out with hard-hitting mobile solutions, it can be difficult to prioritize.
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Retailers need to test, test and retest to determine if a new product or trend will be helpful for them. Just because Google and Amazon are doing it, does not mean it is right for every retailer.
Target’s team goes over a significant number of KPIs and AB testing on its specific audience before determining if something new is right for it.
Source: Mobile Commerce Daily
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