Target Mobilizes Stores for the Holidays

Target is embracing mobile communication to deliver more shopping options for the holiday season and beyond.The retailer launched a seasonal ad campaign in early November that encompasses TV spots, bus shelter ads and its annual toy catalog (see below). All the marketing materials carry QR codes linking to the advertised products on target.com. (Consumers can also send texts to generate a link.)But the effort's real focus is inside stores, where Target is increasing efforts to turn mobile phone usage into an advantage rather than a competitive liability as a tool for showrooming. (See "Target Wants More ..." in Related Articles.) The retailer recently finished installing more extensive in-store wireless networks and new scanners at checkout to provide free Wi-Fi coverage and make mobile coupon redemption smoother and faster.For the first time, Target is matching the prices of select online competitors — so that shoppers comparing prices at the shelf have no reason to buy the products elsewhere. At a small number of stores that includes all CityTarget locations (see "CityTarget Arrives"), the retailer also is piloting mobile wayfinding technology that guides smartphone-wielding shoppers to specific products.Most visible, however, is a plethora of QR codes that the retailer has deployed chain-wide to align in-store and online shopping:Top ToysTarget unveiled a lineup of 20 "Top Toys" in October that is being supported with QR codes at the shelf and a free-shipping offer online. Each toy's price label contains a unique code that shoppers scan to access product details and/or make the purchase through target.com. The items earn prominent placement in the toy department on a slew of dedicated endcaps outfitted with headers and side panels."We are helping guests shop the way they want — in stores, online and directly from their mobile devices," vice president of toys Stephanie Lucy said in a media release. "Our in-store QR codes for this year's top toys will add real convenience for busy moms. Now, rather than hoping the kids won't notice when a gift is slipped into the cart, [shoppers] can scan the QR codes to buy top toys and have them shipped anywhere for free."The high-profile toys include products from Mattel Inc.'s Imaginext, Monster High (a Target-exclusive "scary tales" doll) and Hot Wheels; Lego Group's Lego (including an exclusive horse trailer); Hasbro Inc.'s Playskool, Nerf and Furby; and an exclusive LeapPad 2 "explore bundle" from LeapFrog Enterprises.Supporting circular features and email blasts began as early as October, with the latter vehicles linking to a dedicated shop within target.com. This year's holiday catalog spotlighted the products with QR codes linking to a mobile-optimized version of the shop. (See "Target 2012 Holiday Toy Catalog" in Related Promotional Activity.)Elsewhere in the toy department, an endcap merchandising motorized vehicles employs a QR code on an accompanying sign to link to roughly 100 additional "power rides" on target.com. In the seasonal department, price labels for Christmas trees decked out in lights from Koninklijke Philips' Philips also bear codes linking to additional merchandise online.Gift CardsAlso for the first time, Target is letting shoppers send digital store gift cards directly to recipients by scanning codes on power wings, endcaps and other displays carrying the physical product. The digital cards also can be sent via phone or email address from target.com or the retailer's mobile application. Recipients of either physical or digital cards can create a mobile version by scanning the card's barcode and presenting it at checkout.Elsewhere, select holiday-themed cards carry a code that links to an online "Santa's Sleigh Ride" game.ElectronicsTarget has partnered with consumer technology news website CNET to outfit select items with product ratings at the shelf. The first wave of what will be an ongoing partnership launched on Nov. 11, delivering product ratings based on ease of use, style and value for 25 "Editors' Picks for Target" SKUs. Shoppers can scan the codes to access expanded reviews on an "Expert Reviews" tab of product description pages, which are presented for about 300 items overall on target.com.FootwearThe footwear department is also decked out with codes that help shoppers find unavailable sizes and colors at another store or target.com.

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