Target Corp. is putting a new generative AI tool called Store Companion into the hands of employees working in its nearly 2,000 retail locations.
With the August rollout, Target will become the first major retailer to bring GenAI technology to its store staff across the United States, the company stated. The Store Companion tool is a GenAI-powered chatbot Target designed to answer on-the-job process questions, coach new employees and support store operations management, among other functions.
Target noted the tool’s purpose is to make the jobs of store workers easier and allow them to fulfill tasks more efficiently. In doing so, it should facilitate faster service and deeper guest engagement, according to the company. The initiative is part of a broader Target strategic approach to using GenAI across its business to empower staff, improve the guest experience and support long-term growth.
The Store Companion chatbot resides in an app on specially equipped handheld devices to be issued to Target employees. The chatbot can address questions about processes and procedures. For example, an employee can input prompts such as: “How do I sign a guest up for a Target Circle Card?” or “How do I restart the cash register in the event of a power outage? In response, the chatbot can provide instructions and resources in seconds, Target indicated. The tool also serves as a store process expert and coach that can help new and seasonal team members learn on the job.
Target’s in-house technology staff used real frequently asked questions and process documents from stores across the U.S. in creating Store Companion. The tech staff took the project from its initial testing phase to planned rollout in only six months. Target is piloting the tool at some 400 stores, using staff feedback to improve the experience ahead of the chainwide rollout. Early feedback suggests that Store Companion is having a positive effect in daily use.
Store Companion is another example of how Target is accelerating the use of GenAI to create more personalized and intuitive experiences for employees and shoppers. Target plans to roll out another internal GenAI tool in the coming months, starting at headquarters. The company maintains GenAI has the potential to transform day-to-day tasks and drive staff efficiency, giving employees more time to spend on the highest-priority work.
Target also is applying the technology to elevate the digital experience for shoppers, including GenAI-powered product pages and search capabilities that curate the most relevant results and make it easier for consumers to find what they need when shopping on Target.com. Among the upgrades are enhancements to thousands of product display pages on Target.com that provide more relevant, guest-friendly experiences, Target stated. The company is using GenAI to summarize reviews and make product descriptions on its site pages more relevant so shoppers can purchase with confidence. The technology also helps generate product titles that contain more robust information to help consumers find the right items faster. Target expects to complete upgrading more than 100,000 pages by summer’s end.
In addition, Guided Search has begun rolling out on Target.com. The tool allows guests to search the site using conversational language. For example, a search termed “summer party” can return a broad range of relevant items from party supplies and invitations to outdoor tableware, meat for grilling and a variety of snack and drink ideas. Guided Search also can remind shoppers of commonly forgotten items such as sun protection, insect repellents and outdoor games.
Target reported it is continuing to test dozens of additional GenAI applications as it engineers an ecosystem to drive its business safely and enhance employee and shopper experiences.
“We know technology will continue to play an outsized role in the future of retail, for our team members, our guests and our business,” said Brett Craig, Target executive vice president and chief information officer. “With that in mind, we’re continually experimenting with new tools to make it even easier for our team to do their jobs and to bring more of what guests love about shopping at Target to life. The transformative nature of GenAI is helping us accelerate the rate of innovation across our operations, and we’re excited about the role these new tools and applications will play in driving growth.”
