By combining the online channels of Wireless, Seasons and Signals catalogs, Target Corp. serves up a streamlined shopping experience

By Allison Eckel

Type the word “Gift” into any Internet search engine, and you’ll be faced with more sites than you know what to do with.

From Gift.com to SendAGift.com, online gift retailing has become a hot-button business. With such a crowded field, why would the executives of retail giant Target Corp. decide that three of its strongest print catalog brands—Wireless, Signals and Seasons—would do better under one URL, GiftCatalog.com?