The holidays are full of nostalgia—and that includes circling favorite toys in catalogs, and the simplicity of making a list together with pen and paper. But with friends and family all over the world—not to mention 44% of holiday shopping happening online—Target needed a solution for kids and parents to create and share digital wish lists while preserving all of the fun of the traditional methods.
Enter a dual app experience, half of it a fun and engaging list-making game for kids, and the other half a clean, simple interface for Mom to organize, edit and share lists. On the game side, kids were invited to visit the Target Toy Factory with Bullseye, Target’s holiday mascot, where they experienced 3D-animated rooms, avatar characters, drag-and-drop wish list creation, a letter to Santa and much more. An augmented-reality tie-in to the Target Toy Catalog made the physical and digital catalogs seamless.
Then, once lists were created, parents had secure access to their kids’ lists that allowed them to view, edit and share lists with friends and family. Since the Wish List was integrated within Target Registry functionality, lists were also searchable in-store and on Target.com, for everyone to access. The holidays were saved! No more duplicate gifts for kids, and a stress-free holiday season for Mom!
The app was released in limited distribution for its initial launch, and the data collected from users proved it to be a clear success. From nearly 75,000 downloads of the app, over 100,000 wish lists were created, as well as 9,200 new Target.com accounts. 61% of users used the app multiple times a week, including 31% who used the app multiple times per day, generating over a million page visits to Target.com via the app. The average wish list included about 30 items and had an average value of $1,500. Over the course of 6 weeks from app launch to the close of the holiday season, that added up to nearly 1.7 million items being added to Target guest wish lists, for a total sales potential of $92.3 million.