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Mobile-Driven Transformation at Target

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Peter Mitchley-Hughes is the General Manager of target.com.au, where he is leading their digital transformation to create an exceptional customer experience.

At ThoughtWorks Live Australia 2016, he shared how their mobile-first approach is changing the way their customers interact with Target, resulting in their new App reaching no. 1 in the App store.

Published in: Retail
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Mobile-Driven Transformation at Target

  1. 1. MOBILE-DRIVEN DIGITAL 
 TRANSFORMATION Peter Mitchley-Hughes
  2. 2. OUR
 HISTORY
  3. 3. OUR
 CUSTOMERS
  4. 4. IN 2016 WE CONTINUE TO EVOLVE…
  5. 5. IN 2016 WE CONTINUE TO EVOLVE…
  6. 6. IN 2016 WE CONTINUE TO EVOLVE…
  7. 7. IN 2016 WE CONTINUE TO EVOLVE…
  8. 8. THE PATH HASN’T ALWAYS BEEN EASY
  9. 9. OUR PURPOSE MAKING FASHION, STYLE AND QUALITY AFFORDABLE EVERYDAY.
  10. 10. SO WHAT IS MOBILE? STORES CATALOGUES CALL
 CENTRES ONLINE SOCIAL
 MEDIA MARKET
 PLACE
  11. 11. SOCIAL
 MEDIA MARKET
 PLACE SO WHAT IS MOBILE? STORESCATALOGUES CALL
 CENTRESONLINEMOBILE
  12. 12. FOR US IT’S ABOUT CONNECTEDNESS
  13. 13. For Business INCREASE FREQUENCY OF INTERACTION For Customers IMPROVE THE SHOPPING EXPERIENCE For Our People BRING TEAMS TOGETHER 
 TO DELIVER SOMETHING GREAT OBJECTIVES
  14. 14. ASH MAURYA “ ” Life’s too short to build something nobody wants.
  15. 15. The barcode scanner is fabulous. I've grabbed some great bargains and saved sooo much time walking around trying to find a scanner. 
 Well done Target. TARGET CUSTOMER “ ” RESULTS iOS App Store review
  16. 16. Loving the app… bring on more Instagram inspiration pictures! 
 And so so happy the catalogues are there. Love it, just love it! TARGET CUSTOMER “ ” RESULTS iOS App Store review
  17. 17. “I don’t need the catalogue anymore, 
 I always look online” “If I could check the price on my phone, that would be amazing! Seriously, that would be so good, I'd use it all the time!" “Inspiration from Instagram prompts me to go into the store” “No matter what I come to Target for, I always end up buying 10 things!”
  18. 18. WHAT PROBLEM ARE YOU SOLVING? SHOP INSPIRE SOLVE
  19. 19. THE WAY WE THINK ABOUT FEATURES HOW USEFUL WOULD IT BE IF YOU COULD DO THE FOLLOWING THINGS WITH TARGET ON YOUR MOBILE? SEE ALL MY SALES AND OFFERS IN ONE PLACE SCAN BARCODES OF PRODUCTS GET FASHION INSPIRATION & ADVICE SHARE LISTS WITH OTHER PEOPLE SAVE ITEMS FOR 
 LATER CREATE WISHLISTS FOR SPECIAL OCCASIONS VERY USEFUL NOT USEFUL VERY USEFUL VERY USEFUL VERY USEFUL VERY USEFUL ASKING CUSTOMERS
  20. 20. ASKING CUSTOMERS VS SHOWING CUSTOMERS “If I could check the price on my phone, that would be amazing! Seriously, that would be so good, I'd use it all the time!" “I don’t need the catalogue anymore, 
 I always look online” Customer comments collected during in-store research. “Inspiration from Instagram prompts me to go into the store”
  21. 21. MAP OUT YOUR EXPERIENCE ECOSYSTEM AWARENESS ACTIVATION REVENUE REFERRAL
  22. 22. BRING TEAMS ON THE JOURNEY
  23. 23. PMH - DIGITAL TRANSFORMATION What can be shared? Customer as the new ‘Point of Sale’ ? PLACEHOLDERWHAT’S NEXT?
  24. 24. HOW TO WIN AT MOBILE? DON’T STOP 
 AT SOLVING PROBLEMS, DELIGHT YOUR CUSTOMERS USEYOUR MOBILE STRATEGYTO TRANSFORM CREATE A 
 BRIDGE 
 ACROSS YOUR TOUCHPOINTS GET INTO THE REAL WORLD AND INTO YOUR CUSTOMERS LIVES FOCUS ON CREATING A SUSTAINABLE ECOSYSTEM
  25. 25. THANK YOU

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