Minneapolis – Target relaunched a
completely reengineered e-commerce site this morning.
The revamp follows the discount
chain’s break with Amazon.com, which had powered Target.com from its inception.
Target will now assume full control over its online operations, including its customer
The retailer said the new site was
designed to capture the in-store Target experience while positioning the
company for an “ambitious” multichannel expansion.
“Establishing a new platform for
Target.com allows Target to reinvent our guests’ online environment and create
a more user-friendly, reliable experience,” said Target.com president Steve
Eastman. “With the new Target.com, we are in a better position to satisfy our
guests’ constantly evolving preferences — whenever, wherever — in the same
way we have earned their loyal support in our stores for decades.”
The new site features bold graphics and “playful”
photos for a cleaner, more open look, and enhanced functionality including:
improved navigation, search and security;
streamlined cart and checkout; and
personalization through product recommendations, enhanced registries and lists,
integrated community features and social-networking integration.
Target said it plans to integrate
incremental improvements to the site on an ongoing basis.
More than 20 vendor technology partners were
involved in the development of the new Target.com, including SapientNitro (lead
partner and primary systems integrator); IBM (multichannel e-commerce platform
provider); Huge (visual and interactive design); Infosys (global inventory
visibility and cross-channel order-management functionality); and AT&T,
which is the hosting provider.