Executive Briefings

Mobile May Be King at Target, But Retailer Still Believes in In-Store Experience

Target intends to keep investing heavily in customer experience technology, but mobile is playing a critical role.

"We believe mobile is truly amazing," Casey Carl, chief strategy and innovation officer for Target, said. The chain, however, isn't going to let mobile strategies detract from the in-store experience. "Stores are as vital today as ever before. We have to up our game to stay relevant," Carl said.

He noted that the retailer's mobile strategy is providing a "meteoric rise," with $3bn in sales from its mobile app Cartwheel. "We need to make sure we design around that," he said.

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"We believe mobile is truly amazing," Casey Carl, chief strategy and innovation officer for Target, said. The chain, however, isn't going to let mobile strategies detract from the in-store experience. "Stores are as vital today as ever before. We have to up our game to stay relevant," Carl said.

He noted that the retailer's mobile strategy is providing a "meteoric rise," with $3bn in sales from its mobile app Cartwheel. "We need to make sure we design around that," he said.

Read Full Article