Will Target's Cartwheel Start Social, Mobile Revolution? - 05/10/2013
In a move designed to make the retail world sit up and take notice, Target is inviting shoppers to come to Cartwheel, a partnership with Facebook that it hopes will finally find a way to effectively combine retail, mobile and social media.
The site is now in beta, and the Minneapolis-based chain says it will roll out shortly, “starting with a select group of REDcard holders.” The concept allows users to browse bargains and deals exclusive to the site. After choosing their offers, users then share them with friends; the more they share, the more they save. Because cartwheel.target.com can be accessed from computer, tablet or mobile device, it fits into Target’s broader mobile initiatives. (The chain continues to be among the industry leaders in accepting and creating mobile coupons, for instance.)
Still, some experts are puzzled about just how well this new Target/Facebook partnership will play with customers. “This is an interesting effort to link mobile and digital couponing with the reach and social aspects of Facebook,” Neil Stern, senior partner at McMillanDoolittle, a Chicago-based retail consultancy, tells Marketing Daily. “It could also be less relevant here in many categories -- am I really going to share with friends that I added a dozen eggs to my cart?”