TARGET’S INVITE-ONLY APP GIVES CONSUMERS A VOICE

 

Imagine a world where brands can get instantaneous feedback before, during, and after product development. To be able to adjust and incorporate a consumer’s needs immediately—it sounds like every brand’s dream come true, right? Now, with a new app called Studio Connect, Target has created that world for themselves.

It began in 2016 when Target decided that they needed a new way to connect with their consumers. So, they created an app. It looks a lot like Instagram—large photos, hearts for likes, round avatars, and so on. However, Studio Connect can only be used by those that have been personally invited, which adds up to about 600 of Target’s shoppers.

Each member of Target’s design team has an account. Here, they can ask members for feedback on anything from Mother’s Day t-shirts, to kids’ clothing. The app also provides an opportunity to practice inclusivity. Target hears from families that have children with autism, consumers of various demographics, shoppers with no kids, and more. When designers received comments from a family with an autistic child, Target included sensory-friendly and adaptive apparel to their Cat & Jack clothing brand.

Thanks to the immediate feedback, Target expects their products to fare better the first time around. “Our guests are at the center of everything we do. We’re constantly engaging with them through a number of forums—like guest reviews on Target.com, social media, in our stores, and Studio Connect—to give them an opportunity to weigh in on what they like and don’t like,” Julie Guggemos, senior vice president of product design and development at Target, tells Fast Company.

For more info, head over to Fast Company.