registry reloaded: Target’s fresh take on an old gifting tradition

October 7, 2014 - Article reads in
guest experience
Target's redesigned gift registry on a mobile device

Target’s revamped registry experience ushers in a new era of digital gift giving and getting. Combining the best of the in-store experience with the power of online and mobile shopping, the updated Target Gift Registry  boasts fresh features and capabilities for important life events, including wedding, baby and college.

Target’s enhanced digital experience makes the registry process easier—and smarter—for both registrants and gift givers. Forever committed to guest satisfaction, the company will continue to make improvements to the system so everyone can enjoy the most seamless gifting experience imaginable. In short, this registry reinvention is only the beginning.

  • The rollout of new web-enabled smart scanners to all Target stores was completed this summer.
  • A matching user experience was released on for both mobile and desktop this week.
  • New iPad kiosks are on track to be rolled out to all stores by the end of the year.
  • In the coming weeks, guests will be able to download a standalone app in the App Store to easily manage their registry on the go.

Tech upgrade
For starters, when its time to create or find a registry at a Target store, users will be greeted by iPads in lieu of desktop computer kiosks. Traditional handheld scanners have been replaced by souped-up iPod Touch devices that have a great new interface packed with powerful features. Plus, the online experience at, on both desktop and mobile, matches the new look and feel too. And managing a registry on the go has never been easier with a brand new app available in the App Store in the coming weeks.

New features and more inspiration
The new scanners are not only lightning-fast but they help guests with new features such as “Get Ideas” where registrants can find product collections by themes, categories or celebrities—for instance Baby Center or Nate Berkus recommendations. The new system allows registrants to read reviews for products, choose additional colors, quickly add companion products and search products by a specific price range or category. And new checklists provide awesome interactive lists by category so guests can double check that all the essential items are added.

Easier gifting
Gift givers can now not only instantly print a registry list but also send it to a smartphone by email or text message for seamless in-store shopping. And, they can view a registry by price point, what’s in the store or even what the registrant wants most. Talk about options!

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