A spokesman at big box retailer Target (TGT) - Get Report confirmed to TheStreet the company recently made a decision to pull its iPad app from the app store. According to the spokesman, the move to no longer make it available for download was intentional, and reflected several factors.
First, the company last fall developed a more adaptive Web site, meaning consumers could have the same Target shopping experience whether they were on a mobile phone or tablet. Separate apps were therefore no longer necessary. The move also was made in a bid to be more efficient. By not having multiple apps for programmers to continuously update, Target saves money and frees up talent to work more on enhancing the user experience for mobile devices.
Target hasn't reduced the size of its tech team as a result of no longer having an iPad app.
The retailer first introduced its iPad app in 2010, and it has likely played a small part in driving strong digital sales since. Target's digital channel sales grew about 30% in 2015, and contributed 0.8 percentage points to the company's 2.1% overall same-store sales increase. The company doesn't disclose its annual digital sales.
Only time will tell if not having a dedicated iPad app will confuse some Target consumers (see below picture). But Target has likely done its homework, and has obviously found more people are buying via the iPhone's Web browser or its own iPhone app.
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