The future of retail: Target wraps roll-out of GenAI powered Store Companion tool across its store estate

Target has completed a roll-out across its nearly 2,000 stores of a new GenAI tool that helps store employees quickly resolve on the job challenges.

The solution, called Store Companion, is a chatbot designed by Target that can answer on the job process questions, coach new team members, support store operations management and more.

The initiative is part of Target's broader strategic approach to using GenAI across its business.

"We know technology will continue to play an outsized role in the future of retail - for our team members, our guests and our business,” says Brett Craig, Executive Vice President and Chief Information Officer at Target.

“With that in mind, we're continually experimenting with new tools to make it even easier for our team to do their jobs and to bring more of what guests love about shopping at Target to life.”

“The transformative nature of GenAI is helping us accelerate the rate of innovation across our operations, and we're excited about the role these new tools and applications will play in driving growth."

Store Companion is available as an app on store team members' specially equipped handheld devices, providing immediate answers to their questions about processes and procedures.

For example, team members can input prompts like "How do I sign a guest up for a Target Circle Card?" and "How do I restart the cash register in the event of a power outage?" and receive instructions and resources in seconds. The tool also serves as a store process expert and coach, helping new and seasonal team members learn on the job.

"Generative AI is game-changing technology and Store Companion will make daily tasks easier and enable our team to respond to guests' requests with confidence and efficiency," says Mark Schindele, Executive Vice President and Chief Stores Officer, Target.

"The tool frees up time and attention for our team to serve guests with care and to create a shopping destination that invites discovery, ease and moments of everyday joy."

2024 RTIH INNOVATION AWARDS

GenAI is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.