Target is changing the way its customers shop on its iPhone Cartwheel app with new functionalities developed using iPhone's latest 3D Touch technology.
The app's new version comes after Target reportedly saw a 10 percent hike in offers downloaded through its Cartwheel app. Now, with the new features, the company is looking at building higher user engagement.
“Like ‘mouse-over’ and right-click interactions provide on Web, 3D Touch provides a way for mobile users to access additional information at a glance,” Woody Zantzinger, director of business development at WillowTree, told Mobile Commerce Daily. “Countless studies show the correlation between effective UI and conversions — 3D Touch is simply the newest iteration of mobile best practices."
The retailer launched the 3D Touch-enabled version of its shopping app in the Apple App Store for iPhone 6S and 6S Plus users. The new version allows a whole new range of shopping shortcuts, such as quick access to barcodes and scanning and searching products from the home screen.
“Target’s goal with 3D Touch shortcuts is convenience — providing quicker access to some of our guests’ favorite Cartwheel functions,” said Jamie Bastian, a Target spokeswoman.
“Based on research, we know our guests are interested in learning about all the functions of the Cartwheel app, so we are now offering a new onboarding experience,” she said. “When guests sign in, there is now a step-by-step guide that helps them save sooner and learn tips and tricks to enhance their savings potential.”
Using the 3D Touch technology, the app's upgraded version reportedly has new features added to its "For You" section that offers personalized recommendations for the user. The use of the technology in the personalized recommendations section also signals Target's interest in further boosting its profits through offer downloads, which the section features.
Another feature of the app which got a major upgrade is badges, which basically focuses on users hunting down deals and offers on products. Whenever a user runs out of available spots on its offer list, the app now provides "badges," which work as rewards for finding more offer spots that can be filled by the user by holding, dragging and sorting offers on their list, according to Mobile Commerce Daily.