MINNEAPOLIS — Target Corp. has launched Target Subscription, an online sales model that incentivizes shoppers to schedule recurring deliveries of baby items, with free shipping.


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“Pick. Schedule. Enjoy. Delivery is free when you schedule a recurring shipment of your must-have items,” states Target in promotional materials.

The option is presented to users who select a baby item on Target.com. To enroll shoppers must choose a date to start delivery and select the frequency of shipments, either 4, 6, 8, 10, or 12 weeks.

Despite large quantities being purchased over time, the products themselves are not discounted, according to reports.

Read more: Target Launches Digital Video Service

Target Subscription is the chain’s latest bid to grow its share of lucrative baby categories. In addition to its online efforts, Target is piloting an enhanced baby experience in-store that involves an improved layout, interactive digital content, and “baby advisors” equipped with iPads to help shoppers navigate Target’s online selection, in 10 Chicago stores.

“We’ve heard from moms that they love shopping for baby, but are hungry for more information on what’s best and want help in making the smartest choices,” said Mary-Farrell Tarbox, Target’s group vice president of stores in the Chicago area, in a statement. “This offering will help guests feel more confident about their purchases and to easily navigate Target’s baby offerings, both in-store and online.”

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