Target recently released a project which will use digital to add extra value for the consumer during the busy holiday shopping season. The idea allows the buyer to email their friends and family the item that they selected as the gift and the receiver can evaluate and return the gift in exchange for one of equal value all over the internet. This idea both adds value for the consumer by decreasing the time the consumer spends in store and decreases expenses for the company by reducing shipping costs among other operational fees.
I'm interested to see how this venture develops. I don't know if it will be a resounding success as it doesn't take into account the value of the shopping experience or giving gifts in person, but I think this could be a perfect move when shopping for that third cousin twice removed.
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