Target Upgrades In-Store Tech
A new mobile application lets Target employees process online orders for shoppers right from the sales floor when a product they want is unavailable in the store.
The "myCheckout" app works in tandem with employees' handheld devices to allow them to search and order desired products from target.com and charge a shopper's credit card. Orders are shipped to shoppers' homes free of charge. Employees have processed more than 10,000 transactions since the retailer began testing the service in select stores this spring.
"The future of retail will neither be digital nor physical — it'll be both," said Mike McNamara, Target’s chief information and digital officer, in a supporting video on the retailer’s A Bullseye View blog. "[The myCheckout app is] a terrific example of how better technology and improved supply chain and our enhanced online assortment can help solve the problem of when a store doesn't have the right size or color. The service will be available chain wide just in time for the holiday shopping season."
Other tech investments that will boost Target's store experience in time for the holiday season include:
- upgrading self-checkout software to make systems simpler and more intuitive.
- more than doubling store Wi-Fi bandwidth by upgrading the network infrastructure. "The more robust network makes everything from Wi-Fi to checkout registers to team member handheld devices work better," according to the retailer.
- creating custom bots — software that runs automatically — for checkout registers, Order Pickup and other store services that can detect and fix IT glitches, often before an employee notices the IT issue. Target estimates the automation has saved 1,000 man hours since it rolled out in the past two months.
Target also recently upgraded its mobile website with a new augmented reality function.