Traffic at Target Stores Inc.’s web site grew fourfold while sales increased threefold, Cathy David, general manager of Target.com and MarshallFields.com, said at the National Retail Federation’s Convention and Expo in New York this week. She did not reveal dollar volume.
Speaking during the Online Merchandising Strategy session Monday, David said the sites also experienced a significant change in what customers bought online. She noted that, counter in industry research, Target’s online sales of apparel grew, both in dollars and as a proportion of the sites’ sales.
Because of the breadth of products that Target offers online, David said the retailer has not standardized its online merchandising approach. “What works in one category doesn’t necessarily work across the entire site,” she said. For instance, search results and product recommendations in the toy category will differ from those in the gift category. “The shopping experience differs by category,” she said.
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