Target Allows Shoppers to Customize Ads
Wouldn't it be great if you could always know when your favorite products are on sale?
Discount retailer Target is rolling out a new technology that aims to do just that.
"My TargetWeekly" is customized version of its weekly ad. Visitors to the Web site will be able to pick what products they are most interested in and set up custom views of the ad and request alerts when their favorite products are on sale.
They also will be able to view coupons, see top 10 deals, share information via Facebook and Twitter and create their own mobile shopping lists for their next visit in-store or online.
My TargetWeekly can also be found on the Target Facebook fan page, and according to Target, the more guests "love" a product, the smarter the recommendation engine will become.
Target appears to be breaking new ground with this application, but it's probably going to become a bigger trend, said Andrew Lipsman, senior director of Industry Analysis at ComScore.
"The challenge is always going to be user adoption," Lipsman said. "Not every consumer will seek out benefits like this right now, but over time this could pay ... dividends."
It is likely that the early adopters of this technology will be those who are more digitally savvy and more avid online shoppers. This could prove to be a benefit as that group tends to spend more than others.
These consumers are also demonstrating their predisposition to purchase products at Target and may be more receptive to advertising they receive from the retailer.
"Why is advertising on a Google search is effective," Lipsmann said. "Consumers are demonstrating their intention in the search...Here you have consumers indicating their product preferences."
Target said it plans to continue to expand the My TargetWeekly portal with more capabilities this fall.
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