August 30, 2010, 9:56 AM

Target beefs up an online ad tool

Target Corp.’s MyTargetWeekly lets shoppers choose how to view weekly specials. 

Nesli Karakus

Senior Editor, Research

Lead Photo

Shopping has come a long way from the weekly Sunday paper insert that consumers would flip through to see the latest specials and sales at stores. Target Corp. has unveiled the MyTargetWeekly tool that allows customers to view the retailer’s specials online, pick out products and set up deal alerts tied to specific items.

With MyTargetWeekly, customers can see the top 10 deals or view specials in different ways such as by category, brand, popularity or price. They can also pick specific products to put on a weekly list or access online or through mobile devices. In addition, MyTargetWeekly displays the number of days for which the specials on the customer’s weekly list are available.

“We are excited to provide our guests with yet another innovation to simplify their lives and improve their shopping experience,” says Steve Eastman, president of Target.com, No. 21 in the Internet Retailer Top 500 Guide.

Tim Kauffold, director of operations at digital marketing agency Oneupweb, says Target’s roll-out of MyTargetWeekly is a sign that the online weekly is resonating with customers. Oneupweb had no involvement with MyTargetWeekly.

“Target shows a willingness to try new initiatives to fit with customers, which is nice to see. It’s also an evolution of the weekly ad having gone online at all. Last year they did away with Sunday paper inserts to move the presentation to the web. Clearly, they had a good response from customers, so now we see the next iteration,” Kauffold says.

Kauffold adds that the variety of features of MyTargetWeekly sets it apart from other online shopping tools. “The individual elements aren’t all that unique, but it is the combination of them, built for Target shoppers, that makes this distinct,” says Kauffold.

Consumers can also access MyTargetWeekly on Target’s Facebook page and share items with friends

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