Peter Mitchley-Hughes is the General Manager of target.com.au, where he is leading their digital transformation to create an exceptional customer experience. At ThoughtWorks Live Australia 2016, he shared how their mobile-first approach is changing the way their customers interact with Target, resulting in their new App reaching no. 1 in the App store.

1. MOBILE-DRIVEN
DIGITAL
TRANSFORMATION
Peter Mitchley-Hughes

2. OUR
HISTORY

3. OUR
CUSTOMERS

4. IN 2016 WE CONTINUE TO EVOLVE…

5. IN 2016 WE CONTINUE TO EVOLVE…

6. IN 2016 WE CONTINUE TO EVOLVE…

7. IN 2016 WE CONTINUE TO EVOLVE…

8. THE PATH HASN’T
ALWAYS BEEN EASY

9. OUR PURPOSE
MAKING
FASHION, STYLE
AND QUALITY
AFFORDABLE
EVERYDAY.

10. SO WHAT IS MOBILE?
STORES
CATALOGUES
CALL
CENTRES
ONLINE
SOCIAL
MEDIA
MARKET
PLACE

11. SOCIAL
MEDIA
MARKET
PLACE
SO WHAT IS MOBILE?
STORESCATALOGUES
CALL
CENTRESONLINEMOBILE

12. FOR US IT’S ABOUT CONNECTEDNESS

13. For Business
INCREASE
FREQUENCY OF
INTERACTION
For Customers
IMPROVE THE
SHOPPING
EXPERIENCE
For Our People
BRING TEAMS
TOGETHER
TO DELIVER
SOMETHING
GREAT
OBJECTIVES

14. ASH MAURYA
“
”
Life’s too short to
build something
nobody wants.

16. The barcode scanner is fabulous.
I've grabbed some great bargains
and saved sooo much time walking
around trying to find a scanner.
Well done Target.
TARGET CUSTOMER
“
”
RESULTS
iOS App Store review

17. Loving the app… bring on more
Instagram inspiration pictures!
And so so happy the catalogues
are there. Love it, just love it!
TARGET CUSTOMER
“
”
RESULTS
iOS App Store review

18. “I don’t need the
catalogue anymore,
I always look online”
“If I could check the price on my
phone, that would be amazing!
Seriously, that would be so
good, I'd use it all the time!"
“Inspiration from
Instagram prompts me
to go into the store”
“No matter what I come
to Target for, I always
end up buying 10 things!”

19. WHAT PROBLEM ARE YOU SOLVING?
SHOP
INSPIRE
SOLVE

20. THE WAY WE THINK
ABOUT FEATURES
HOW USEFUL WOULD IT BE IF YOU COULD DO THE
FOLLOWING THINGS WITH TARGET ON YOUR MOBILE?
SEE ALL MY SALES AND
OFFERS IN ONE PLACE
SCAN BARCODES OF
PRODUCTS
GET FASHION
INSPIRATION & ADVICE
SHARE LISTS WITH
OTHER PEOPLE
SAVE ITEMS FOR
LATER
CREATE WISHLISTS FOR
SPECIAL OCCASIONS
VERY USEFUL
NOT USEFUL
VERY USEFUL
VERY USEFUL
VERY USEFUL
VERY USEFUL
ASKING CUSTOMERS

21. ASKING CUSTOMERS VS SHOWING CUSTOMERS
“If I could check the
price on my phone,
that would be
amazing! Seriously,
that would be so good,
I'd use it all the time!"
“I don’t need the
catalogue anymore,
I always look online”
Customer comments collected during in-store research.
“Inspiration from
Instagram
prompts me to
go into the store”

22. MAP OUT YOUR EXPERIENCE ECOSYSTEM
AWARENESS ACTIVATION REVENUE
REFERRAL

23. BRING TEAMS ON THE JOURNEY

24. PMH - DIGITAL TRANSFORMATION
What can be shared?
Customer as the new ‘Point of Sale’ ?
PLACEHOLDERWHAT’S NEXT?

25. HOW TO WIN AT MOBILE?
DON’T STOP
AT SOLVING
PROBLEMS,
DELIGHT YOUR
CUSTOMERS
USEYOUR
MOBILE
STRATEGYTO
TRANSFORM
CREATE A
BRIDGE
ACROSS YOUR
TOUCHPOINTS
GET INTO THE
REAL WORLD
AND INTO YOUR
CUSTOMERS
LIVES
FOCUS ON
CREATING A
SUSTAINABLE
ECOSYSTEM

26. THANK YOU