Target Australia MD Stuart Machin thinks this could be the next big changer.
The discount department store has launched its new mobile app for iOS devices today.
It includes a built-in product scanner so customers can access product information at every store.
The app will also allow customers to to shop from its Instagram feed.
Machin said this is the first in a series of strategic partnerships it is building with Google, Facebook, Twitter and Instagram.
The most recent venture is a global first for retail via Facebook and Instagram.
The partnership ensures that whenever Target communicates with customers on the two platforms, they are sent relevant,
personalised photos that are appropriate and engaging specifically for them.
"The opportunities for our business are endless and this is just the start of an exciting journey connecting our customers to our stores, our team members and to our products through digital devices," Machin said.
He said Target has spent the last two years investing heavily in improving its omnichannel offer.
"Improvements have been made recently to our free ‘Click and Collect’ service - in trial stores - with reports of reduced wait times for delivery - from days to hours in a majority of cases.
"It’s great for say mums, who want to order a larger item, as well as trying to manage the kids while shopping.
"We are also having a lot of success with our assisted ordering kiosks in stores which have been rolled out to 42 stores.
"Team members love helping customers to order products that aren’t ranged in their particular store.
"It gives them access to the entire Target range, which is proving to be very popular in our Target Country locations,” he said.