By now, most of you have probably already heard about Target Too. The industry went abuzz for the pop-up design-meets-digital playground that came to the Chelsea Galleries from March 25 – 31. And for good reason – Target Too is a beautiful mixture of experiential, augmented reality, social integration and creative design. But underneath all the glitz and glamour, there are lessons we can all learn and apply to our own businesses about being intentional with technology.
A reason for mobile
From the moment you step foot in Target Too, your entire experience is guided and enhanced by the Target Too mobile app.
Their app is not an after thought nor technology for technology’s sake; it is integral to the consumer’s experience. As we consider the role of mobile apps in our own businesses, the best examples provide consumers a unique value and differentiated experience. In the below examples from Target, consumers can use the app to discover augmented reality experiences or upload and share their own pixelated selfie to social media.
Make mobile commerce feel seamless
Beyond entertainment, the app allowed Target to seamlessly integrate commerce into the consumer’s experience. As consumers used the app to learn about and interact with each exhibit, they are also given the opportunity to discover and shop the individual components that made it up.
My favorite example of this mobile commerce integration was Get Framed (seen below). Leveraging the same form of visual search technology that powers Target’s In a Snap mobile app, consumers could shop the components of each piece simply by “framing it” inside the app with their camera. Far more convenient and natural than QR codes, this type of visual search will continue to grow in retail. Retailers like JC Penny and Macy’s are leveraging visual search through their mobile apps and earlier in March, Shazam announced plans to enter the visual search market as well.
Make it personal
The benefits of personalized marketing are far reaching. From creating shareable content to building loyalty and increasing conversion – personalization helps move the conversation from “you and me” to “us”. Target Too offered a variety of ways to personalize the experience. The Play My Jam module of the app allowed consumers to play DJ, setting the mood for the exhibit through select playlists. The exhibit also leveraged touch screen kiosks to allow consumers to build their own t-shirts, tote bags, or iPhone cases to take home.
Target Too is a grand work of art. It brilliantly blurs the lines between “consumer” and “shopper”. But if creating a pop-up art gallery isn’t in the budget, we can still look at the execution and apply the strategic principles it was built on to our everyday business.