Target is using AI to suggest products as shoppers build back-to-school wish lists. Customers who build wish lists drive about 45% higher demand in the category, the retailer said. Suggestions draw on past purchases, other shoppers' baskets and known school supply needs. A "next best action" widget also prompts shoppers to take a step, such as starting a wish list. Target says AI sorts through signals in a browsing session to pick that prompt. The widget runs year-round but is adapted by season. Senior vice president of technology Brad Thompson said the season lets his team A/B test new features. Different shoppers already see different homepages, and Target wants AI to personalise page layouts one-to-one. Target debuted its wider back-to-school range in June.
What changed
Shoppers had to think up school supply lists themselves, with static site layouts.
What it unlocks
Getting prompted product suggestions while building a school wish list.
- 45% higher demand from wish lists
- $43.3B K-12 spending forecast
- $103.5B college spending forecast
What you need to act on it
- shopping on Target's e-commerce site
Sources