Shipt, a Target-owned delivery service, has been investing in technology to build long-term relationships with its customers, consumers, and retail partners. According to Chief Technology Officer Mike Calvo, one of the most critical aspects of developing deeper ties with all types of customers is assisting them in developing meaningful relationships with Shipt consumers. This includes a new bespoke chat tool that was added to its platform last year, as well as search features that may deliver results in addition to the phrase a client is seeking for. Shipt discovered that its clients utilise its search capabilities 15 to 20 times every shopping journey, and drilling down on purpose and establishing a deeper sense of context has enabled it to deliver better suggestions and boost basket sizes. Shipt has used machine learning to reorganise how it displays on-sale items in the digital experience, and personalising those suggestions has resulted in a 13% increase in the number of sale products added to buyers’ baskets. Shipt’s technology innovation also includes in-app personalisation, with the goal of presenting clients with items that they are likely to click on and be interested in, as well as providing significant offers and discounts.

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