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

By Allison Eckel

From a merchandising standpoint, Bauer explains, “What we’re after as a direct marketer is the ‘unique gift’ or the one that you can’t find necessarily from other retailers or catalogs and would be the product that, when you see it, you’d say, ‘Oh, that would be perfect for Aunt Sally!’

“In time, both Wireless and Signals really have lessened almost to nothing their dependency on public television and radio products,” continues Bauer, “but have evolved into their own stand-alone brands, mostly in the gift niche.”