Target’s New E-Commerce Effort in Facebook is Incredibly Complicated

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David Geller

Target has launched a huge new e-commerce effort on Facebook called Cartwheel.

Here’s how it works.

  1. Go to Facebook.
  2. Then search for Target Cartwheel, because it’s on a separate page from Target’s own Facebook page.
  3. Once you’ve logged into Cartwheel, you might want to go back to your Facebook privacy settings to prevent the app from automatically posting about everything you’re checking out.
  4. Then, browse the discounted collections on Cartwheel and select the ones you like. (I’m greatly simplifying this process — there’s a whole thing with “collections” and “badges” that Target wants to you to go through.)
  5. After that, get into your car to drive to a Target store.
  6. I’m serious, this is how it works.
  7. Then find the items in the store and take them to the checkout.
  8. At the checkout, call up your Cartwheel page on your phone and tap the “redeem in store” button.
  9. That generates a barcode, which is then scanned by the checkout staff.
  10. Hey – you just got 10% off!

Why I’m Curious

Target took something with real potential (Facebook has a wealth of shoppers and Target has a ton of Facebook fans) and turned it into a trainwreck of a product that’s so complex that no one will use it.

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