In 2017, Target invested close to $7B in digital and technology enhancements in stores across the nation. This investment also included a digital leg-up via their shopping app, with the integration of Cartwheel
Cartwheel for Target
The Target with Cartwheel app allows customers to find deals at their store, redeem savings with a barcode, and watch their savings reach new levels.
The Challenge
With changing technology, how can we ensure a seamless process of educating both the Target employee and customer about a new app integration?
The Strategy
Employ internal communication to inform employees and create excitement about the new feature with a hands-on, mind stimulating experience for them to become familiar with Cartwheel.
The Big Announcement
The use of internal communication tools such as email and an intranet site was leveraged to first announce the app.
Cartwheel Game Day
Target employees competed amongst themselves and other stores to scan customer’s Cartwheel coupons on the designated the game day. The store with the most earned savings won bragging rights and the individual to scan the most won a $500 Target gift card.
Why it Worked
Internal communication employing info graphs allowed top level executives and management to convey the importance of the new app integration, while the game day incentive amped up employees to engage.
KPIs of success included: amount of employees participating in game day, and a survey distributed to employees about their sentiments on the app feature and how comfortable they felt with it.