Target tightens focus on mobile as in-store shopping tool

Target is giving its mobile applications a significant boost with location-based features, pointing to the critical role that in-store experiences are playing for retailers in taking their mobile efforts to the next level.Target has updated its iPhone app to include new in-store features, and a similar app update will roll out across Android devices by early November. In-store modes and apps are increasingly playing a bigger role for retailers to sync up their online and bricks-and-mortar experiences.“We’re rolling out a series of updates to the Target app this fall, available for iOS and Android phones, designed to enhance the in-store experience,” said Eddie Baeb, spokesman for Target, Minneapolis.“Enhancements range from making it easier to access Target’s free in-store Wi-Fi to delivering relevant content such as the weekly ad for specific stores,” he said.

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