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07/22/2013

Target Selects Digital Group Shopping App

In March, Target partnered with The Co. Labs & Target Retail Accelerator from Fast Company to launch an App Competition Offering $75K for Innovative Mobile Experiences. The purpose was to foster digital innovation in retail by challenging developers to build a new mobile experience for Target. Divvy, a digital group shopping concept created by Team Pilot, is the winner of the $75,000 grand prize.
 
"The Retail Accelerator set out to find fresh and innovative ideas for a new mobile experience for Target, and the developer community absolutely exceeded our expectations," said Casey Carl, president of multichannel and senior vice president of enterprise strategy for Target. "Selecting a winner wasn't easy. But Team Pilot's ability to make group shopping more convenient and seamless for guests made the project stand out above the others."
 
A group of New York-based digital developers and co-workers who dubbed themselves Team Pilot submitted the winning application, Divvy, which is designed to improve the group shopping experience by allowing multiple users to update a shopping list in real-time while making it easier to split the bill and distribute receipts.
 
According to The New York Times, the origin of the contest was a question Jeffrey Jones, EVP and CMO for Target asked: "How do we continue to find ideas to accelerate our multichannel agenda?" By that, he meant ways of engaging with customers that include, "target.com, our in-store experience, our Target app and the mobile Web."
 
For an in-depth look at Team Pilot's design and development, see this post from Co. Labs. The Retail Accelerator drew more than 350 registrants and 76 completed entries between March and April 2013. Seven finalists were selected in May by a panel of industry experts.
 
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