Target Same-Day Delivery
Increasing sales fulfilled by Shipt by enabling Same-Day Delivery in the Target app.
2020 Target sales fulfilled by Shipt growth
+300%
Q1 2020
+350%
Q2 2020
+280%
Q3 2020
How it all started…
Through research we found that only 42% of first-time users say online grocery shopping saves time. When we dug deeper we learned that guests feel they are creating roughly the same list every time they shop and this deters subsequent orders.
Target Circle wasn’t working hard enough for our users or the brand. We launched the Target Circle Bonus to remove barriers to participation and demonstrate value.
“I am pregnant and sometimes it is difficult to go to the store and buy heavy or large items. Sometimes I have to call my husband to come to the store just to load the items into my car for me.”
-Target user via UX Research
Business Value
Leveraged the convenient fulfillment methods guests love to expand in areas of low market share
Offering a larger assortment of grocery items increased the probability that guests would see Target as a one-stop shop
Brought feature parity from web to app, where our most loyal users are
User Value
Increased the value of being a Target Circle member by introducing new ways to earn, especially for RedCard holders
Democratized loyalty benefits by giving those who don’t shop with us every day a reason to come back
