Target partners with start-up for new type of wedding registry experience

BY Marianne Wilson

Target Corp. is teaming up with a company that landed a deal on “Shark Tank” to offer an updated take on the wedding registry.

Target is partnering with honeymoon registry startup Honeyfund to allow soon-to-be married shoppers the chance to register for honeymoon experiences, flights, dinners and more as they sign up for mixers, dishes, and other traditional household items — all on the Target site.

“Wedding registry expectations have changed over time,” said Dawn Block, Target senior VP of digital. “Guests are looking for a complete registry experience, including product and honeymoon options, and Target is the first retailer to be able to offer all of this in one place on”

Target has updated its registry (wedding and baby) in other ways also. It has added visual search technology to the registry app in partnership with Pinterest whereby the guest takes a picture of an item she likes and the retailer’s app will instantly recommend Target products resembling the photo to add to any registry, from wedding to baby.


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