Floorpad Showrooming at Target
Patio and Home Category / iPads
Problem / Suburban Target stores are huge, but can only display a fraction of the total furniture and decor options available online. Insight / On average, it take 6-8 weeks to order furniture due to concerns over measurements, styles, and total options. Strategy / Test a digital showroom experience that reveals the total assortment, styles, inspiration, deals, and purchase options. Collect enterprise guidelines for digital installation, support, and maintenance.
Role / User Experience / User Interface / Art Direction
Partners / Store Design / Innovation Dev / Guest Insights / Accessibility
Phase 1 of 4
Target HQ / mock store / 1 iPad
Strategy / Validate insights on how guests plan, browse, and purchase patio furniture in Target stores with an in-aisle digital tool.
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Guests have a common need to know their options, but unique space requirements.
Showrooming in stores requires Merchandising, Marketing, Team Members, and Target.com to work together.
Digital devices in stores can be used by both Team Members and guests, but the user interface must be guest-centric.
Phase 2 of 4
Denver & Minneapolis / 4 stores / 2 store types / 20 iPads
Strategy / Lead with style. Emphasize savings, free shipping, and texting or email as the primary order methods. Pressure test store infrastructure, power, security, and WiFi.
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Lead with style. Emphasize savings, free shipping, and texting or email as the primary order methods. Pressure test store infrastructure, power, security, and WiFi.
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7,129 sessions (52% from Mpls store)
37% = Living Room 1
20% = Living Room 2
20% = Office furniture
23% = Dining furniture
2,269 views of product list pages
303 views of ratings & reviews
69 views of shipping options
77 views of promotions
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60% of users sent an item to their phone
301 (SMS)
203 (eMail)
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Guests expect devices to offer additional product information and online options.
Guests loved utility and convenience of text and email—a “time saver” that would help them remember products when they got home.
Most guests wanted to think about their purchase and buy using a larger device.
Guests needed accurate measurements before purchase.
Phase 3 of 4
Los Angeles / 25 stores / 6 store types / 150 iPads
Strategy / Demonstrate that Target is an outdoor living resource beyond small furniture and décor updates. Reveal more styles available online and inform how to get them.
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29,510 sessions in first 48 days
98,178 browsed vignette
19,782 viewed item details
16,381 viewed full collection
8,336 viewed ‘more like this’
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18% sent an item to their phone
“3 Day Free Delivery” (within 10 mile radius)
6,690 viewed the offer
1,648 entered ZIP code
1,094 qualified
554 did not qualify
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Provide setup & maintenance instructions to Team Members.
Share ownership with store Team members - give context to why, who it’s for, and the problem it’s trying to solve.
Remotely monitor the performance of each iPad in each store to improve uptime.
Simplify the UI.
Attract with lifestyle photography.
Inspire with more style options.
Amplify ratings & reviews to inspire purchase confidence.
Phase 4 of 4
Los Angeles / 25 stores / 6 store types / 150 iPads
Strategy / Attract with lifestyle photography. Inspire with more style options. Simplify the UI. Amplify ratings & reviews to generate confidence in purchase decisions. Use remote monitoring to help busy stores maintain the displays.
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Identified the ideal shopping journey for patio furniture:
trigger
inspiration
research
validate
purchase
tracking
receiving
evaluate
feedback
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Guests are hesitant to purchase large patio furniture online because of the waiting process and for fear of the return process.
Guests preferred to text (over email) to share or save an item.
Services are not understood.