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

By Allison Eckel

“That’s where we’ve leveraged our cost,” says Bauer. “Different brands, different look and feel, different Web pages, but the same underlying structure drives it all.”

Mary Pat Ladner, senior manager of the creative department for target.direct, recounts other efficiencies of scale. For instance, most of the product photography is shot digitally, and all images are in centralized repositories accessible by the various creative personnel. “We hire outside photographers, but we have an in-house creative team,” she says. “Our print creative team works in conjunction with the Web navigation team, so we just shoot and write things once.”