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Brief Published: 27 Jul 2018

Target’s Secret App: Digital Feedback Tool Informs R&D Teams

Studio Connect

Target’s exclusive, invite-only app is the retailer’s latest move to personalise its offer. The digital feedback tool is giving customers the chance to have their opinions heard, suggestions taken seriously, and ideas brought to life.

The app, called Studio Connect, is only available to a small group of approximately 600 people – and membership is on an invitation-only basis. This minute portion of Target’s customers (about 0.002% of its weekly shopper base) gets to be part of a feedback loop where they can encourage Target to develop the products they want to see in its stores. By providing feedback, members can earn points towards discounts and gift cards, and they are given exclusive access to products before they are released.

Here’s how it works. Each Target designer has an account on the app, which they can use to ask members – who are broken into groups based on demographic information – anything they want. Members respond with honest feedback that goes directly to the designer – no middleman required. These demographic-driven groups ensure that the responses designers get only come from those who are relevant to the question at hand.

This forum allows Target to create a unique bond with its customers, receive invaluable feedback, and bridge the gap between consumer needs and corporate decisions. Stylus retail expert Stefanie Dorfer praises this strategy, calling it a “customer reward scheme done well”.

Retailers are trying to use digital tools to monitor consumer opinions – check out skincare brand Glossier’s use of Snapchat as an R&D platform in Monetising Social Media 2016 and Supercharged Loyalty Schemes.