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Target bolsters in-store sales via location-based rewards app

The shopkick mobile app rewards consumers for visiting Target locations. The app is available for free download in Apple’s App Store and Google Play.

“Target recognizes that our guests are tech-savvy shoppers,” said Molly Snyder, a spokeswoman for Target, Minneapolis, MN.

“People appreciate getting good deals,” she said.

Mobile rewards
The Target and shopkick initiative is a great way to drive consumers to the retailer’s in-store locations.

Target initially ran a test launch in seven cities where consumers could experience the shopkick app.

After getting positive feedback, Target decided to roll out the initiative nationwide.

Consumers can walk-in to a Target store and open the shopkick app on their device.

From there, shopkick rewards them with points, known as “kicks.”

Additionally, as customers shop, they have the opportunity to scan products ranging from everyday items such as food and cleaning supplies, to specialty products such as electronics and toys, for additional kicks.

Consumers can redeem their kicks for Target gift cards, Facebook credits, dining gift certificates, iTunes downloads and donations to charities.

“We see growth in mobile like many people do,” Ms. Snyder said. “It’s definitely a focus for us.

“We want to engage with our guests in a new and exciting ways,” she said.

Other players
Target is not the only company using shopkick to drive consumers in-store.

Other retailers include Macy’s, Best Buy, Old Navy, Crate & Barrel, American Eagle Outfitters, Toys R Us, West Elm, Wet Seal, Sports Authority, Simon Malls and Exxon.

By incorporating shopkick into its overall strategy, Target is able to make the shopping experience more interactive for its consumers.

“We really are making sure that we’re connecting with our consumers no matter how they want to shop Target,” Ms. Snyder said.

“Mobile is a key part of this,” she said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York