Mobile Commerce

Target Reboots Holiday Mobile Strategy

According to the National Retail Federation, merchants rely on the holiday season to generate 20 to 40 percent of their annual revenue, which means suffering the largest retail breach in history (at the time) four days before Christmas is the retail equivalent of a plague of locusts descending a week before a farmer’s annual harvest of his main cash crop. Such was the situation Target faced in the waning days of 2013 as the news of their massive tech breach surfaced, and going into the holiday season 2014, the retailer is gearing up to make up for lost sales.

A large part of this strategy is upping the ante on its mobile offerings. Target has seen strong mobile traffic on its mobile site throughout the year and will be pushing two-step checkout, a standalone pharmacy application and in-store iPads for gift registries this year as it tries to leverage technology into a stronger sales showing.  

“Mobile is the front door of Target,” said Jason Goldberger, senior vice president, and mobile said on the company’s website. “Today, mobile is nearly two-thirds of our digital traffic and it is quickly on the way to becoming three-fourths.”

Target will also be pursuing a “back-to-basics” focus, reports The Motley Fool, with a renewed focus on what first launched Target to popularity–the notion that it was a higher-end alternative to Walmart.

The big box retailer is getting back to what it does best: luxury fashion at affordable prices. Target has some of the hottest designers and brands working with it this year on exclusive ‘for Target’ fashion lines that will be available in Target stores and online in time for the holidays. “




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