Target is giving a holiday-shopping tradition a mobile-era makeover with a wish list application enabling parents to see, manage and share kids’ favorite items that also integrates with the retailer’s print catalog via augmented reality.

The Target Wish List that will go live Oct. 31 will allow youngsters to select from hundreds of items including toys, sporting goods and electronics, while allowing parents to manage all of the lists from one simple view. The registry-like character of the Wish List speaks to mobile’s ability to infuse longstanding traditions with convenience while preserving their spirit.

“The experience was designed to be an easy and fun way for kids to create their holiday wish lists,” said Jamie Bastian, a spokeswoman for Minneapolis-based Target. “Kids will have the opportunity to select Target Wish List items from hundreds of must-haves and will also be able to interact with the printed toy catalog through the augmented reality feature.”

Santa’s workshop
Parents can download the Target Wish List app on their Apple and Android mobile and tablet devices. Once downloaded, they will be asked to sign in using their Target.com accounts. If they do not have a log in, they can create one through the app.

When first logging into the app, parents create a profile for themselves and up to 10 children.

Children will be allowed to choose an avatar, take a virtual tour of Santa’s workshop to select items from a conveyor belt, select designs for rooms within the workshop and create their own holiday wish lists.

Youngsters also have the ability to add toys from the holiday toy catalog by holding their mobile and tablet devices directly over the page of the catalog and selecting their desired toy. With a swipe of the finger, augmented reality brings the toy catalog to life.

The app is part of Target’s revamped mobile strategy timed to coincide with the start of the holiday shopping season.

Two weeks ago, Target announced a mobile plan that included two-step checkout, a standalone pharmacy application and in-store iPads for gift registries.

In another example of how Target will leverage mobile this holiday season, Cartwheel, Target’s savings app, will offer 50 percent off a different toy every day through Christmas Eve.

Aiming to establish itself as an omnichannel retailer, Target is especially marketing to the millennial demographic and is using data from bricks-and-mortar stores and online to roll out what it hopes are attractive features.

This has led to Target overhauling its iPad and iPhone apps, which now include streamlined homepages and a two-taps-to-checkout process set to go live soon.

The two-step checkout process incorporates Target’s reduced shipping duration for product orders. It now has 140 stores equipped to ship immediately, and 91 percent of the United States population will be able to receive one-day shipping, with 97 percent able to receive two-day shipping.

The retailer is also introducing the Target Healthful app, its first-ever standalone pharmacy app that offers easy refills, prescription transfers and notifications for taking dosages. Multiple people can be added to one account, making it simple for families to manage medications.

Finding deals
Consumers who refill prescriptions five times with the app will receive a reward of a five percent discount to use at Target during a shopping day.

With conversion on Target’s digital channels up 40 percent this year, guests are turning to Target.com for more of their shopping. Target will offer free shipping on online orders for the holidays through Dec. 20.

The Wish List app continues Target’s efforts to help shoppers organize their purchases and find deals.

“The app offers opportunities for additional holiday savings, such as highlighting when selected items are on sale and allowing guests to save 10 percent on their list on one day of their choosing by Nov. 26,” Ms. Bastian said.

“Guests will also be able to print the Target Wish List on the registry kiosks in Target stores.”

Final Take
Michael Barris is staff reporter on Mobile Commerce Daily, New York.