Peter Mitchley-Hughes is the General Manager of target.com.au, where he is leading their digital transformation to create an exceptional customer experience.
At ThoughtWorks Live Australia 2016, he shared how their mobile-first approach is changing the way their customers interact with Target, resulting in their new App reaching no. 1 in the App store.
16. The barcode scanner is fabulous.
I've grabbed some great bargains
and saved sooo much time walking
around trying to find a scanner.
Well done Target.
TARGET CUSTOMER
“
”
RESULTS
iOS App Store review
17. Loving the app… bring on more
Instagram inspiration pictures!
And so so happy the catalogues
are there. Love it, just love it!
TARGET CUSTOMER
“
”
RESULTS
iOS App Store review
18. “I don’t need the
catalogue anymore,
I always look online”
“If I could check the price on my
phone, that would be amazing!
Seriously, that would be so
good, I'd use it all the time!"
“Inspiration from
Instagram prompts me
to go into the store”
“No matter what I come
to Target for, I always
end up buying 10 things!”
20. THE WAY WE THINK
ABOUT FEATURES
HOW USEFUL WOULD IT BE IF YOU COULD DO THE
FOLLOWING THINGS WITH TARGET ON YOUR MOBILE?
SEE ALL MY SALES AND
OFFERS IN ONE PLACE
SCAN BARCODES OF
PRODUCTS
GET FASHION
INSPIRATION & ADVICE
SHARE LISTS WITH
OTHER PEOPLE
SAVE ITEMS FOR
LATER
CREATE WISHLISTS FOR
SPECIAL OCCASIONS
VERY USEFUL
NOT USEFUL
VERY USEFUL
VERY USEFUL
VERY USEFUL
VERY USEFUL
ASKING CUSTOMERS
21. ASKING CUSTOMERS VS SHOWING CUSTOMERS
“If I could check the
price on my phone,
that would be
amazing! Seriously,
that would be so good,
I'd use it all the time!"
“I don’t need the
catalogue anymore,
I always look online”
Customer comments collected during in-store research.
“Inspiration from
Instagram
prompts me to
go into the store”
22. MAP OUT YOUR EXPERIENCE ECOSYSTEM
AWARENESS ACTIVATION REVENUE
REFERRAL
24. PMH - DIGITAL TRANSFORMATION
What can be shared?
Customer as the new ‘Point of Sale’ ?
PLACEHOLDERWHAT’S NEXT?
25. HOW TO WIN AT MOBILE?
DON’T STOP
AT SOLVING
PROBLEMS,
DELIGHT YOUR
CUSTOMERS
USEYOUR
MOBILE
STRATEGYTO
TRANSFORM
CREATE A
BRIDGE
ACROSS YOUR
TOUCHPOINTS
GET INTO THE
REAL WORLD
AND INTO YOUR
CUSTOMERS
LIVES
FOCUS ON
CREATING A
SUSTAINABLE
ECOSYSTEM