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

By Allison Eckel

Because Rivertown was in the process of building its e-commerce platform when it was acquired by Target—and Target had not yet started that component of its business—all of target.direct is standardized on the same Web solution. That means the Web sites for Wireless, Signals, Seasons, I Love A Deal.com, and Target’s brick-and-mortar outlets, which include Marshall Field’s and Mervyns, all run on the same e-commerce backbone. And they share a call center and fulfillment operation.