Target is expanding AI-powered functionalities in its mobile app to enhance product discovery, streamline purchase decisions, and simplify reordering processes.
This move aims to deepen omnichannel integration according to the business, previously appointing a chief AI officer to improve technology operations.
The retailer’s latest features, Photo Search, AI Review Insights, Buy Again, and Continue Shopping, illustrate an effort to utilise artificial intelligence for a more seamless customer journey across digital and physical sales.
Photo Search, introduced in August, enables users to upload or snap photos within the app to find visually similar products, primarily targeting categories like home décor.
This visual search tool aims to address consumers’ growing reliance on image-based browsing, potentially reducing time and effort spent in product discovery.
Target’s AI Review Insights, launched in June, categorizes customer feedback based on frequently mentioned attributes such as durability and fit for specific products.
The department store chain aims to positively impact the conversion and add-to-cart rates with the new features.
Buy Again leverages AI-driven personalization to recommend frequently repurchased items and relevant deals through the app’s main navigation.
Early results reportedly show robust year-over-year purchase growth in categories like food and beverage, suggesting the feature supports repeat customer engagement and incremental sales according to Target.
Continue Shopping, accessible on several app screens, reconnects users with recently viewed products alongside alternatives and promotional offers.
Sarah Travis, EVP and chief digital and revenue officer at Target said: “Guests move naturally between our stores and digital channels, and we’re using AI and personalization in purposeful ways to help them find what they need faster, discover new possibilities, and shop with confidence.”
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