Target Takes Aim at Millennials With New Mobile Upgrades

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Target's new CEO is adamant about driving greater e-commerce sales (online sales currently account for less than 3% of total sales) and now WWD reports that Target has a plan in place to increase those numbers. Jason Goldberger, senior vice president of Target's online and mobile divisions, told WWD that the new features set to roll out over the next couple of weeks are aimed directly at the millennial customer.

"This is the generation that wants to shop whenever and wherever," Goldberger said. "Mobile is the front door of Target where two-thirds of our traffic comes from mobile. It will grow to three-fourths down the line soon." The plans for mobile revamping include utilizing Apple Pay, instating faster delivery service options, using a shoppable Instagram feature, retooling Target's Cartwheel app, launching a merchandise pick-up service right from the car, creating the Target Healthful app to help with prescriptions, and tailored e-commerce services. While none of these initiatives are groundbreaking to retailers who are already mastering online sales, Goldberger is hoping that Target's revamped approach to digital will be enough to lure the kids.
· Target Rolls Out Online Tools [WWD]
· Target Trades Up-and-Coming Designers for Heritage Blankets [Racked]
· Less Than 3% Of Target's Sales Come From E-Commerce [Racked]