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

By Allison Eckel

“Our hurdles were less with the Web site and more with the guest advantage of being able to put merchandise from different catalog titles into one shopping bag,” says Ladner. “How do we track sales and handle branding back to the guests in terms of the packing slip, etc. That’s where we spent the most time in the logistical-planning phase.”