Target Unveils New Web Site; Splits with Amazon

The company, which previously outsourced its online operations to Amazon.com, will now assume full control over its Web site.

Target Corporation on Tuesday unveiled a revamped e-commerce Web site in the hopes of boosting online sales.

The redesign marks the first step towards Target's plans for multi-channel expansion, the company said in a press release. The new Target.com hopes to be more like an actual Target store in a convenient, digital platform.

New features include product recommendations, social network integration, buying guides, and expert advice for shoppers. The redesigned Web site also features improved search and navigation, clear product information, improved security, fast guest service, and a more streamlined shopping cart and checkout, the company said.

For the past decade, Target has outsourced nearly all of its online operations to the Seattle-based online retailing giant, Amazon.com. Amazon filled orders for Target goods, handled Target's customer service, and provided technology for Target.com, according to The Wall Street Journal.

With the launch of the new Web site, Target will assume full control over its online operations, including the guest contact center, the company said. Target also plans to integrate incremental improvements to the site on an ongoing basis.

“Establishing a new platform for Target.com allows [us] to reinvent our guests' online environment and create a more user-friendly, reliable experience,” Steve Eastman, president of Target.com, said in a statement. “With the new Target.com, we are in a better position to satisfy our guests' constantly evolving preferences-whenever, wherever-in the same way we have earned their loyal support in our stores for decades.”

Target said that more than 20 vendor technology partners were involved in the construction of the new Web site, including Boston-based SapientNitro, which was the lead partner and primary systems integrator, New York-based IBM, which provided the e-commerce platform, Brooklyn, New York-based Huge, which handled the site's visual and interactive design, and Bengaluru, India-based Infosys, which created the site's order management functionality.

Minneapolis-based Target serves customers at 1,755 stores in 49 states nationwide and on its Web site. It is Minnesota's second-largest public company based on revenue, which totaled $67.4 billion in its most recently completed fiscal year. The company's Internet sales represent only a few percentage points of its annual revenues, reports The Wall Street Journal.