Target is proving that mobile plays an integral part in its brand with a new mobile campaign that not only highlights key supplies students need when they go back to school, but also lets them buy products straight from their devices.

The company is running mobile banner ads within Pandora?s iPhone app. The banner ad lets consumers buy everything they need for college.

?It?s timely,? said Neil Strother, Kirkland, WA-based practice director at ABI Research. ?They?re targeting students and might even be targeting moms.

?It sounds like Target is pushing mobile,? he said. ?They?re training consumers them to buy via their mobile device or help them prepare before they go in-store.?

Mr. Strother is not affiliated with Target. He commented based on his expertise on the subject.

Target did not respond to requests for comment.

Back to school
Target is running a mobile banner ad that reads ?Everything you need for college.?

When consumers click on the banner ad they are redirected to a mobile landing page where Target helps them prepare to go back to school.

Users can make a checklist of things that they need and check-off savings.

Consumers can make check-lists of things they need

Consumers can also browse the top five picks that Target has hand selected.

The mobile banner ad lets consumers shop by price, whether it is décor under $20, kitchen under $20, bedding under $40 or furniture under $100.

Shoppers can sort by price

To make the shopping process easier, Target is also letting consumers shop by color to help narrow down their search.

Consumers can shop by pink, blue, green, orange, neutrals, as well as black and white colors.

Shoppers can also sort by color

?For mobile, the simpler the better,? Mr. Strother said. ?Make sure you keep the choices to a reasonable minimum.

?The color scheme makes sense and it does work well,? he said.

Mobile decorations
Additionally, the mobile landing page helps consumers search for items for their dorm room

Shoppers can browse bath and laundry, bedding, kitchen and dining, furniture and décor and storage products.

The mobile ad also lets consumers buy products via their mobile devices.

Consumers just add products to their cart and proceed to checkout.

Consumers can shop via the mobile ad

?Target has kept a pretty high profile in cutting edge technology,? Mr. Strother said. ?They were one of the first retailers that did a storewide mobile coupon redemption process.

?They?ve balanced doing cutting edge with fun,? he said. ?It fits in their culture with being technology savvy and it?s important to stay with their existing customers.?