Target Online Goes Organic

Target Corp. (Minneapolis) has hired Organic, Inc., to revitalize the company's web site, target.com. The engagement will be handled out of Organic's Chicago office. The partners expect that the revitalized site will “translate the fast, fun and friendly environment of Target's bricks-and-mortar stores to the Internet and also amplify the Target brand in the digital environment.”

Organic, Inc., is an international Internet professional services firm that targets the customer-to-business market, using what it calls a “buyer driven” service model that encompasses both traditional business-to-business and business-to-consumer engagements. Founded in 1993, it developed the Apache Web server and worked on the design of some of the Internet's earliest Web sites, including Yahoo!. Its client list has included DaimlerChrysler, British Telecommunications plc, Tommy Hilfiger, Blockbuster, Washington Mutual, General Electric Financial Assurance Holdings, Inc., and Federated Department Stores, Inc.

Target's web site has gotten good grades from the e-commerce segment because, in addition to offering the purchase of Target's regular retail merchandise online, it has offered the opportunity to purchase products from its registry programs (Club Wedd and Lullaby Club) as well as to apply for a Target Guest Card, access information on special company programs, locate stores and browse the weekly Target circular online.