August 4, 2011, 10:00 AM

Target’s back-to-school promotion merges online and offline shopping

Consumers can create and share their shopping lists online, or print lists at store kiosks.

Allison Enright

Editor

Lead Photo

Target Corp. this month hopes to win more sales from college-age back-to-school shoppers with tools designed to link online and offline shopping. The retail chain has launched a web page for college students that includes shopping lists, social media sharing and daily discount offers.

The web page, Target.com/college, features a checklist to which shoppers can add products as they plan their purchases. Shoppers can add items to the checklist as they browse the site; they also can add products to an online shopping cart, print a shopping list at home or at a kiosk inside a Target store, or send the list to a mobile device so they have it when they walk into a Target store.

Shoppers also can share their checklists with acquaintances on Facebook, where Target is running additional back-to-school promotions. Each weekday in August, the retailer’s “1,000 Likes” promotion serves up a new 40% to 50% discount on an in-demand school supply. The first 1,000 Facebook users to click the Facebook Like button each day receive a mobile coupon for the item they can redeem inside Target stores.

The retailer also will extend its back-to-school program into September when it launches U Care Cards. Students can create shopping lists of items they want and share them on Facebook or e-mail them to friends or relatives, who then could send the student a U Care gift card redeemable online at Target.com or at Target stores. 

Stacia Andersen, senior vice president of merchandising at Target, says the back-to-school programming is designed to make it easier to shop for products in a fun and convenient way. Target is No. 22 in Internet Retailer’s Top 500 Guide.

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