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

By Allison Eckel

Bringing all of the catalog Web sites together under one URL with integrated search capabilities and one shopping cart, was not a difficult process, Ladner notes—their back-end operations already were integrated. To design and implement the new front end, a cross-company team was formed, comprised of staffers from the direct marketing, creative, Web navigation, technical services and finance areas, and led by a project manager.