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Target leverages Facebook to bolster downloads for new mobile deals app

By
June 25, 2013

Target is using Facebook’s sponsored posts to get the word out about its new mobile application that gives consumers access to more than hundreds of exclusive discounts.

Through the Cartwheel mobile app, consumers can save money on products they love. Furthermore, consumers can share their favorite deals with friends and family on Facebook.

“Target is always looking for innovative ways to improve the shopping experience for guests – whether they’re online, in-store or on the go,” said Eddie Baeb, a spokesman for Target.

“Target guests love discovering deals,” he said. “They also love sharing great Target finds – and great savings – with their friends and social networks.

“Cartwheel is designed to allow friends to share savings and inspiration with one another.”

Mobile deals
Consumers can sign-up to instantly choose from hundreds of exclusive discounts, starting at five percent and going up to 30 percent.

The deals do not consist of one-and-done discounts. Consumers can use them as many times as they want before they expire.

Furthermore, consumers can use the app savings on top of the 5 percent they save with their Target REDcard.

The discounts are all attached to one bar code that consumers can print out or pull up on their mobile device at the point-of-sale.

The Cartwheel app also includes personalized offers that are tailored to help consumers save more on what they buy most.

The more active consumers are, with redeeming, saving and inviting friends to join Cartwheel, the more benefits they can get.

Consumers can receive special badges based on activity as they rack up savings on everything from frozen food to footwear.

“Cartwheel is another great way to save at Target, and rewards guests for their everyday shopping habits and makes saving at Target even easier and more personalized,” Mr. Baeb said.

Past efforts
Target has been building up its mobile strategy over the past few years.

Last year, Target ramped up its holiday efforts with a QR code initiative that let consumers scan the mobile bar codes featured on several products in-store and buy the items via their smartphones (see story).

The company also launched a limited-run mobile game for its Super Bowl XLVII advertising within its mobile apps and optimized site to connect with consumers through relevant content and promotions (see story).

Most recently, Target used a combination of mobile advertising, SMS and its mobile site to educate consumers about the company’s mobile coupon initiative and encouraged them to save money on several of their favorite products (see story).

“During the beta period, Cartwheel will be promoted primarily on Facebook and via Target.com, our mobile site and app and via Target emails to our guests,” Mr. Baeb said. “We will consider broader marketing efforts at a later date.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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Related content: Target fuels mobile, social for biggest-ever digital push, Target sets sights on mobile, social shopping with winning app concept, Target entices Super Bowl fans with limited-time-only mobile game, Target intensifies mobile coupon push via interactive marketing campaign, Target makes QR codes key driver in holiday efforts,

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