Technology

Target deploys GenAI tech to team members

Photo: Target

June 25, 2024

Target has deployed a GenAI chatbot, called Store Companion, to its store team members. The GenAI tech is aimed at enhancing the shopping experience and making team members' jobs easier, according to a press release.

Target is piloting the tool at about 400 stores, using the teams' feedback to improve the experience ahead of the chainwide rollout.

The tool is scheduled to roll out to hundreds of thousands of team members across Target's nearly 2,000 stores by August.

It is the first GenAI app in Target's strategy to test and develop applications. In addition to Store Companion, the retailer plans to roll out another internal GenAI tool in the coming months, starting with its headquarters team members.

Store Companion, designed by Target, can answer on-the-job process questions, coach new team members, support store operations management and more.

"We know technology will continue to play an outsized role in the future of retail — for our team members, our guests and our business. 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," Brett Craig, executive vice president and chief information officer, Target, said in the release. "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."

The Store Companion chatbot is available as an app provided on store team members' handheld devices. For example, team members can input prompts like "How do I sign a guest up for a Target Circle Card?" and "How do I restart the cash register in the event of a power outage?" and receive instructions and resources in seconds. The tool also serves as a store process expert and coach, helping new and seasonal team members learn on the job.

"Generative AI is game-changing technology and Store Companion will make daily tasks easier and enable our team to respond to guests' requests with confidence and efficiency," Mark Schindele, executive vice president and chief stores officer, Target, said in the release. "The tool frees up time and attention for our team to serve guests with care and to create a shopping destination that invites discovery, ease and moments of everyday joy."

In developing the GenAI app Target's in-house technology team used real frequently asked questions and process documents from its store teams across the U.S. Development time was quick, from initial testing phase to planned rollout in just six months.

Target is currently piloting the tool at about 400 stores, using the teams' feedback to improve the experience ahead of the chainwide rollout.

Early feedback indicates Store Companion is positively impacting employees' daily work.

"We're hearing great feedback from our team about the new app," Jake Seaquist, store director at one of the pilot stores in Champlin, Minnesota, said in the release. "Streamlining day-to-day tasks goes a long way with our team members and adds up to more time spent with guests and a better guest experience across the store."