"We're focused on combining digital technology with the in-store
experience to bridge those worlds," explained Eddie Baeb, a
spokesman for Target, noting the brand began working with Facebook
on Cartwheel over a year ago. "We've been partners with Facebook
for a while, and it's been a mutual discussion on how to integrate
and have a savings program with a social element."
The initiative is faintly similar to Facebook's early commerce
foray, Beacon, where users automatically shared their purchases on
Facebook. That initiative caused a privacy firestorm, and CEO Mark
Zuckerberg ultimately ended the program. Target said the sharing
function on Cartwheel can be turned off. (Items like underwear and
some personal care products are automatically kept private.)
Brands -- Target says it already has "several dozen" vendor
partners -- can also sponsor aggregated lists of offers in the
collections section of the site. In the Beta version shared with
media last week, Ziploc had a collection titled "Grab & Go
Snacks," for example. Multiple activities will also be grouped
together, so the redemption of ten deals would generate just one
Facebook post with tiles showcasing the brands purchased.
Mr. Baeb said there's no specific demographic Target is trying
to reach with Cartwheel, though he expects it will appeal to those
consumers who either can't be bothered to clip coupons or tend to
forget them at home. He declined to share any specific goals for
the launch, but said Target will be watching closely to see how
consumers are engaging with the program and how often they come
back, as well as monitoring consumer feedback.
Users must have a Facebook account to access Cartwheel, which
has a dedicated team of between 35 and 40 Target employees. To
start, each user will have the ability to add 10 deals from a
variety of Collections -- groupings of offers themed around
Mother's Day or spring, for example -- or to search different
categories. Deals are typically valid for one month and can be used
four times per transaction, as well as multiple times throughout
the month. The deals are also stackable with manufacturer's coupons
or other offers.