Target Partners with Facebook for Personalized, Omnichannel Marketing

5/15/2013
Originally published by RIS News.

As retailers race to figure out the omnichannel challenge, Target is teaming up with Facebook to offer deals online that shoppers can only redeem in store on their mobile devices. Dubbed Cartwheel, the initiative combines several of the factors that have disrupted the retail landscape in recent years: mobile devices, social networking and daily deals.

Cartwheel aims to incentivize smartphone-wielding customers to visit and purchase in physical Target stores in an effort to stave off the much-hyped showrooming phenomenon that has benefitted e-commerce giants such as Amazon and eBay at the expense of brick-and-mortar merchants.

The Cartwheel site prompts users to log in with their Facebook credentials on a desktop computer or mobile device in order to browse for personalized daily, weekly, and monthly deals, save up to 10 offers in the web app and share them with friends on the social networking site, which helps users to store a greater number of deals. To redeem offers, shoppers can simply present a barcode on their smartphone or tablet to an associate at checkout or bring in a printout.

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