Target Australia Goes Multichannel with New Online Store

By Neha Kale | 24 Mar 2011

Target tries online retail on for size with a new online store. The retailer’s moves towards a solid e-commerce presence is a watershed moment for the industry.

Mid-tier retailer Target recently took strides towards addressing the changing needs of its customer base by launching a new e-commerce site. The revamped online store signals an awareness of the need for mainstream Australian retailers to take e-commerce seriously and understand the shifting retail landscape.
According to Jill Moodie, Sustainability and MCR Manager at Target Australia, the online store represents an important phase in the retailer’s multichannel strategy.

“We see the online store complementing our bricks and mortar operation,” she says.

Power Retail - Target Online

Target moves into the multichannel space with a new online store.

Though launching the store with a limited product offer, the retailer plans to add more categories to the mix in coming months. At present, shoppers at Target Online can only access the store’s Baby, Schoolwear and Kids ranges.

Target took its customers shopping preferences into account when developing shipping and fulfillment options for its online store. The company is using existing distribution partner Fastline to process customer orders with shipping conducted by Australia Post.

“Our model is based on a fixed delivery fee of $9 for small, medium and large parcels and $40 for big and bulky products to anywhere across Australia. Our customers have told us that this basic fee structure makes shopping decisions easier for them,” Moodie continues.

The store was built by LoyaltyTech and SapientNitro on a Hybris platform and aims to deliver a streamlined and seamless customer experience. For Moodie, it was crucial that the e-commerce store was consistent with Target brand values and echoed the “friendly, approachable” philosophy of its brick and mortar stores.

“We’ve taken our time entering the online selling arena to ensure we get it right and make it the experience our customers would expect from Target, including seamless policies like refunds and the same central Customer Relations team for queries,” she says.

The online shop also offers customers order tracking via Australia Post with orders dispatched within two business days. Shoppers can return items either online or in-store although Target have not offered free return shipping at this stage.

“We are continuously reviewing and updating our online presence in line with customer expectations,” says Moodie.

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