Target said on Thursday that it plans to consolidate its mobile apps to eliminate customer confusion over having to switch between apps for important tasks.
The move is part of Target’s $7 billion push to improve its e-commerce operations and stores over the next three years as it faces stiff competition from both online and bricks and mortar retailers. In 2016, Target’s online business only represented 5% of its total sales, well below the industry average of 10%.
In recent months, Target has started an overhaul of its tech strategy after some futuristic tests failed. For example, it recently announced that its big innovation project, the “Store of the Future,” which aimed to incorporate robots into stores and to test other innovations, would be shuttered.
Since 2013, Target…