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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