Target is moving the in-store features, such as coupons and mapping, from Cartwheel into its shopping app.

Target Corp. is moving its in-store couponing app Cartwheel into its flagship shopping app this summer.

This puts both features in one spot instead of offering consumers one app to use in stores and another app for online shopping, which will make shopping easier, says Sean Murphy, Target’s vice president of digital product, in the announcement.

Target recently made Cartwheel coupons available in the Target app, and soon Target will ask Cartwheel shoppers to switch over to the Target app to use in stores. Target will eventually phase out the Cartwheel app, the retailer says.

Target, No. 22 in the Internet Retailer 2017 Top 1000, also announced that it is updating the Target app to have an in-store map that will show shoppers their location and highlight Cartwheel deals nearby. Target can do this because of its Bluetooth beacons, which are small pieces of hardware that retailers can place anywhere in a store. They pinpoint the location of a consumer’s smartphone that has a retailer’s app.

Shoppers will also be able to save the store-branded credit or debit card, the REDCard, in the app, which will allow them to check out in-store with their smartphone. This removes a step for shoppers who use both the REDcard and Cartwheel, as shoppers can use the credit card and receive Cartwheel deals in one scan of the smartphone. Previously, shoppers had to swipe their credit card and scan their smartphone to receive both discounts. REDCard shoppers receive a 5% discount off their purchase. This feature will roll out later in 2017, Target says.


Currently, Cartwheel is used more frequently than the Target shopping app, according to web measurement firm SimilarWeb data. Cartwheel ranks No. 24 in the shopping category on Google Play, while the Target shopping app ranks No. 42 in the U.S. as of June 10. SimilarWeb ranks apps based on an algorithm that factors in current installs with active users in the past 28 days.

Cartwheel launched in 2013 and shoppers have saved almost $1 billion because of discounts, the retailer says. Typically, the Cartwheel app has about 500-700 offers available, ranging between 5% and 40% off of items. In April, Target updated Cartwheel to offer single-use, dollar-amount manufacturer coupons, such as deals on Honey Nut Cheerios and Skintimate Shave Gel. In September, Target started testing a rewards program called Target Perks, that lets shoppers earn points for dollar spent at physical Target stores.