Facebook teams with target in social commerce push

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Using Facebook platform to generate sales increase

US retail chain Target is launching hundreds of discount offers on Facebook that users automatically share with friends when they claim them in an effort to drive more shoppers into its stores (according to StrategyEye). Starting with around 700 offers and soon to boost this to 1,000, the pair are launching a discounted deals feature, dubbed Cartwheel, that is reminiscent of the social network’s purchase-sharing product Beacon, as they feel out the potential for social commerce. The move comes as Facebook attempts to prove its value as a driver of sales for retailers as it pursues new revenue streams and highlights the growing threat traditional retailers feel from e-commerce giants such as Amazon.  

“We’re focused on combining digital technology with the in-store experience to bridge those worlds,” says Target spokesman Eddie Baeb. “We’ve been partners with Facebook for a while and it’s been a mutual discussion on how to integrate and have a savings programme with a social element.”

Target is not using Facebook as a springboard to generate online sales, but looking to drive foot traffic to its brick-and-mortar stores. Consumers can claim up to 10 offers using their Facebook accounts and then store the barcodes on their mobiles, but can only redeem the deals in store as Target attempts to prevent the flood of consumers increasingly completing their grocery shops online. 

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