Dive Brief:
- Target has expanded the capabilities of its myDay store operations app to help associates and managers streamline tasks and spend more time on customer service, the retailer announced Wednesday.
- The tool uses information including inventory, associate availability, item locations and sales forecasts to help workers prioritize work. The app is saving associates more than 2 million hours of work annually, according to Target.
- The myDay app is part of Target’s greater emphasis on creating friendlier and more consistent store experiences. The retailer is investing $1 billion in the guest experience this year as part of a broader turnaround effort.
Dive Insight:
Target has been focusing on the role of associates in its in-store CX strategy for nearly a year as it pursues a turnaround, and the updated myDay app builds on its work.
Target designed myDay to answer common associate questions like deciding what task needs attention first and where they should go next. It helps store managers determine what work needs to be done to optimize the experience for customers.
The updates to myDay were based on input from more than 50 store leaders and associates who identified areas where their jobs could be easier, according to Target. The goal was to bring together tasks from across the store into one place where workers could determine the actions that will have the biggest and most immediate impact on the customer experience.
“When technology brings forward actionable information, leaders can move through their day with greater clarity and confidence, which means focusing more of their energy on supporting their teams and serving guests,” Rilee P., senior engineering manager at Target, said in a prepared statement.
Target executives see on-shelf availability as a key part of its customer experience — and one in need of work. In-stock rates and product findability have been consistent points of friction for customers, EVP and COO Lisa Roath said on a May earnings call.
The myDay app can help with this problem in several ways. Two manager-facing features include the ability to see where product trailers are located and what will be necessary to unload them, as well as a snapshot of available shelf space and advice on where associates should focus their attention to help them guide operations.
For associates, Target has added the Scan to Divert feature, which helps determine what products need to be stocked right away and which can remain in the backroom. The tool combines inventory, sales floor and other data to ensure workers focus on the items customers want most often.
The myPlan app is just one area where Target has been investing in or adjusting operations around associates. Other changes this year include adding more labor hours and refreshing associate training and evaluation with customer service in mind.
