When User-Experience Ups the Anty
The other day, as I parked at my local Target and went to the back of my car to collect my reusable shopping bags, I couldn't help but wonder how Target is doing as an organization. As it turns out, they're doing well and in part by successfully integrating user-experience research! Their strategic planning helped them stay steady through the pandemic because they had taken steps to move shopping to a blended store and online experience beforehand. As of today, they employ over 100 anthropologists (118, according to LinkedIn.com) and continue actively engaging their followers with Target Circle Surveys, showing that person-centered solutions matter to the organization.
One of the first steps towards realizing the features we enjoy today was the initial roll-out of the 'drive-up' delivery feature in 2014 (there was a brief hiatus of service with this feature being uninterrupted in supporting markets since 2015). This enabled shoppers to tell the store they were on their way and have their purchases delivered to their vehicle. Then, the acquisition of Shipt in December 2017 moved to shorten delivery times. Shipt is an app-based same-day delivery platform that provides deliveries from popular retailers. Shortly after acquiring Shipt, they took other initiatives to shorten delivery times by creating 'sortation' centers to help support distribution and keep people employed. Then, the 'last mile' delivery changes expanded, such as rolling out 'drive-up' delivery in more markets and offering in-store pick-up options. Now, the retailer, which has seen some of its competitors reduce their market presence, is expanding theirs with a promise of 20 more facilities in development.
So how is it they are growing? Because they are becoming more experience-centric! Target has long had an active corporate social responsibility program; they invest in their employees and prioritize hiring motivated team members. Their mission on Target.com reads as 'To help all families discover the joy of everyday life.' Now, they are taking that same person-centered approach to the shopping experience, and we are benefiting from it as consumers. That is how anthropology and user-experience research helps. It provides solutions that matter. It is also why I went ahead and grabbed a few more reusable bags before going into the store, because who walks out of Target with just what they went in for and nothing more?