Target has had some well-documented challenges with consumer-facing technologies in the past. Most of those seem to be in the company's rearview mirror at present and, in fact, a video of several of the chain's executives on the Bullseye View website provides examples of how Target is planning to use technology to drive customer engagement through the holiday season and beyond.
Casey Carl, president of Target multichannel, holds a smartphone in the video and calls it "the connective tissue for all our strategies going forward. It's really going to unlock our potential to bring the best of online and offline together in a seamless and integrated fashion."
Jeff Jones, chief marketing office at the chain, pointed to the use of QR codes in stores, circulars and ads, as well as "text-to-buy functionality," as means for Target guests "to see an item and to be able to literally interact with that item and have that item shipped directly to their home."
Mr. Carl said WiFi is allowing the company to deliver on the 150 capabilities within the Target app and is amplifying the "already great guest experience" customers expect from the chain's stores.
Do you agree or disagree with the view that smartphones are central to customer engagement?