Mobile Commerce

Target Fights Amazon’s Fire With Fire

Target’s “In a Snap,” app is designed to fight Fire with fire, so to speak. In an effort to tamp down the showrooming activity that Amazon’s Fire phone makes more accessible, according to Mobile Commerce Daily, the app will provide instant access to products that appear in print ads, catalogs, and on in-store signage. In a Snap will also include purchasing capabilities. Launched this month, the app aims to boost omnichannel shopping experiences and is key in the retailer’s back-to-school marketing campaign.

“We know students and parents are using their mobile devices more and more for shopping – while browsing in stores and making online purchases,” said Eddie Baeb, corporate communications and public relations at Target, Minneapolis, in the article. “Leveraging image recognition technology in a mobile platform like In a Snap allows Target to meet guests where they are and provide a great experience that makes it easy to find and purchase Target merchandise.”

In a Snap is compatible with the iPhone, iPad, and iPod, and allows shoppers to use the app wherever they see an icon for it.

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