Target announced record-breaking holiday sales figures via its website and mobile apps, marking a huge win for the retailer after several years of investing in mobile development and marketing tactics—and after a holiday season in 2013 that saw the company’s commerce platform breached in an unprecedented attack by hackers.
The Minn.-based retailer can now firmly put that holiday nightmare behind it.[more]
Over the fourth quarter holiday 2014 period, sales at Target.com were up 40 percent on Thanksgiving and on Cyber Monday compared to the same period in 2013.
Black Friday weekend purchases made via mobile phones were also two times higher than in 2013—and the big-box retailer also saw success with their decision to give shoppers early access to Black Friday deals, as the Daily Finance notes.
The moves show that CMO Jeff Jones’ commitment to think mobile-first are paying off, along with the lessons learned from the data breach.
As part of its data breach response, it also assembled a Digital Advisory Council of industry experts and hired roughly 50 software engineers for Target.com and its mobile product teams. It has also been reaching out to mobile developers, launching a Retailer Accelerator to invest in innovative ideas.
This past summer, Target focused on image recognition when it rolled out the In A Snap app, which allowed users to take pictures of Target products in print (magazines, catalogs and newspapers) and then simply click to buy. In another first, Target introduced a mobile game site to make the holiday shopping experience more fun.
Such mobile innovations are paying off. Cartwheel, Target’s digital-coupon app, grew substantially his past holiday season, adding 2 million new users and topping $1 billion in promotional sales since its launch.
Target.com store-pickup orders hit a new high on Thanksgiving Day, and store maps in Target’s recently updated iPhone app were accessed more 400,000 times.
As part of its holiday sales news, Target also released a look at its new iPad and iPhone apps: