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Brief Published: 15 Oct 2012

Target’s Self-Service Scheme for Christmas Shoppers


American mass-market retailer Target is aiming to streamline the in-store shopping experience for the 2012 Holiday season by adding QR (quick response) codes to the packaging of its 20 top-selling toys. From October 14, shoppers will be able to simply scan the toy’s QR code with a smartphone to purchase it online. Products will then be shipped to an address of their choice for free.

The initiative aims to significantly reduce in-store queues for the cash register, freeing up floor-based sales staff. “Our in-store QR codes for this year’s top toys will add real convenience for busy moms," said Stephanie Lucy, Target's vice-president of toys. It will also enable customers to order out-of-stock items from the shop floor at a click.

QR codes are becoming an increasingly widespread tool for brands aiming to integrate their online and offline retail platforms. However, it’s worth noting that many consumers remain resistant to the technology. Besides requiring a certain amount of digital know-how, downloading the app to a smartphone in advance is arguably more complicated than being able to directly access a brand’s e-commerce site on screens in-store, for instance.


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