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

By Allison Eckel

In addition, research found that visitors—or what the company refers to as “guests”—to the Web sites were attracted by breadth of selection. Ladner says, “We initially thought we’d keep all brands separate; however, the more we got into it, the more we considered offering our guests a wider range of gift selections with an easy-to-shop site, with one checkout instead of three. We talked to our guests [and presented] some prototypes, and they thought it was a great idea.”