The Target team partnered with online-only brands to create a compelling in-store showrooming experience, called "Target Loves." However, communicating the purchase process presented a unique challenge.
Finding 1
Guests didn’t immediately understand that the products had to be ordered online, and could not be taken home immediately.
Redesign
We added a large header to the kiosk, with an explanatory tagline which better explained the unique opportunity for these products.
Finding 2
Guests told us they disliked QR codes and never used them. However, they were familiar with using the Target app to scan barcodes.
Redesign
Create QR codes that could be scanned via the Target app, and add signage to encourage guests to use the app for purchase.
The updated fixture prototype featured clearer, more noticeable communication about how to purchase products online.
This version went on to be built out and tested further via a 6-week in-store pilot.