Cartwheel, Target’s digital savings program on Facebook, is just the tip of the iceberg for the mass retailer’s efforts to blend offers with social commerce.
The program, which launched in beta mode on Wednesday, provides shoppers with digital coupons they can share with friends. When a shopper claims an offer, it generates News Feed posts on Facebook. The more customers redeem, share and invite friends to join Cartwheel, the more rewards they receive.
The future of Cartwheel lies in personalized offers, geo-fencing and finding in-store locations, and algorithms that can suggest add-on products, said Eddie Baeb, a Target Corp. spokesman. “We’re excited that there are multiple ways to evolve this to the personalization element and knowing our guests better. This is just the beginning for Cartwheel itself and also for how much more integrated we can make the digital experience with the in-store experience.”
Asked whether there is an exclusivity period where Target is Facebook’s only mass retailer for digital savings, Baeb said, “I can’t answer that. We aren’t disclosing financial agreements. [Facebook] will maintain other retail partners just as we will have other social media partners. We have a very close and ongoing dialogue with Facebook and have worked with them on multiple projects.”
Target began talking to Facebook a year ago about developing a savings program that uses social media for discovering deals and sharing them with friends. “This is another component of going where our guests are going,” Baeb said. “We’re looking to integrate the digital experience. People love to generally share great deals and share exciting products. We certainly think there’s appeal for customers across the generations. The ease and convenience for guests with a smartphone is having offers with you at all times and being in a store and changing out offers and adding personalized deals.”
Baeb explained that a unique barcode is generated based on a consumer’s list of deals. If the customer wants to add a new deal while in the store, the barcode can be scanned at checkout.
John F. McNulty, co-chief executive officer and cofounder of Didgebridge, which measures the impact of digital advertising across multiple mediums, said, “The fatal flaw in most advertising is very simple, it’s intrusiveness.” Cartwheel, he said, is similar to a digital-age Tupperware party where “friends invite you for a gathering and in the middle of that experience a switch is flipped and it becomes commerce.”
While the sharing function on Cartwheel can be turned off, McNulty said you need a Ph.D. from MIT to figure it out. Target said some personal care products will automatically be kept private. But McNulty said any category can be touchy. “Maybe I don’t want people to know I eat a lot of snack food or ice cream or that I work for Coca-Cola and I’m buying Pepsi,” he said. “We believe the future is in opt-in permission-based programs and reaching consumers when they’re in a shopping mode and not a social mode.”
“Target and Facebook learned their lesson from Beacon,” said Liz Crawford, vice president of strategy and insights at Match Drive, referring to Facebook’s early commerce attempt where users automatically shared their purchases until concerns over privacy ended the program. “[Cartwheel] is enabling a privacy, opt-out function up front. Beyond this, the exclusivity of the deal among friends is great buzz. I also imagine that very-limited-time offers will begin to prevail as the cachet of being ‘in the know’ becomes increasingly lightning quick.”
“For those guests who are comfortable and enjoy sharing socially, it’s a great thing,” Baeb said of Cartwheel. “On the main page you’ll see your friends’ activity so you’re getting [a read] on the product activity. You’ll also see their social activity. It’s a crowd mentality. What’s cool is how the products are assorted. Within collections or categories, the way the products are shown by most trending items and most popular deals of other users. You see on your individual offer cards little tags on the bottom that tell you which friends have added or redeemed that item.”
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia