TARGET

TARGET

1. Ubiquity

   • The website is truly a marketspace, where you can do your shopping in any mobile device at any time of the day and at any place you want, without much change between platforms, especially regarding the user friendliness. This makes this experience extremely easy and convenient.
     • Movile site
     • Desktop site

2. Global reach

   • Intl.target.com is the international version of target.com, and it makes shopping possible when you are in a country different from the U.S. You can choose the country you want to ship to and the currency you want the site to show for the products.
     • However, you cannot change the language, and you can only choose to ship to the countries closest to you. For example, I can only choose between Mexico, Canada and the U.S. Additionally, some special offers are no available when you ship internationally.

3. Universal standards

   • The website is designed following universal conventions for any modern e-commerce site, such as the shopping cart button, the search bar, a main page with the current offers, a dropdown menu with the products organized in categories, and the products being presented in a grid with pictures. If you have navigated any other retailer’s site, you can use this one basically the same way, making the whole experience easier.
     • However, even though there is only one website for international shoppers, meaning every single one of them is going to use the exact same site with minor variances, there are major differences between the international site and the one exclusive for the U.S. shoppers, mainly in the quantity of available products.

4. Information density

   • The site is extremely rich on the information available for the customers regarding the products included on the site. This goes from extensive information about every product, to more specific subjects like tips to different skin concerns, first time pet owners and college students. This allows the consumers to get the information they need at the same time they shop, instead of doing them at separate moments.
     • Nevertheless, due to the fact that shipping and payment are managed by a third-party site, this information is only available on another site and very generalized, since Target is not the only company partnered with the third party. It is worth mentioning that in this site the information is very clear and acurate.

5. Interactivity

   • Regarding the interactivity of the site, the costumers have the option to fill a form to receive special offers directly to their mail, or, if they want a more direct form of communication, they can enter the available chat windows to consult an employee or an expert for help.

6. Richness

   • All over the site, images are used to illustrate and complement the information. Each category has an image that illustrates the kind of products it includes, there is at least one picture of every product where is possible to zoom in on the details and finally, there is the option to use a picture to visualize how a specific makeup product is going to look on you.

7. Personalization/customization

   • The website does not offer the option to personalize the information you receive or the products that are suggested to you, the main page is always going to look the same, regardless of the number of times you visit the site. Moreover, there is no easy way to create an account, as it isn’t included on the top bar buttons and it is not necessary to make the payment. Even though you can filter the products that are shown to you, these are only temporal, you must set the filters every time you search, even when it’s the second time you look through certain category.

8. Social technology

   • The consumers can leave reviews of the products and rate them in a scale from 1 to 5 stars. Furthermore, the site displays photographs taken by the buyers and that have been tagged on social media with #TargetStyle, however it is not possible to directly connect or share the website to your social media.

9. Improvements

   • Alphabetically organizing the menu. Currently, it is difficult to find a specific category since they seem to be arranged in no particular order, by having them in alphabetical order, the customers will find their desired category of products more efficiently.
     • Include the option to change the language. This will make the website accessible to non-english speakers that cannot use the site because they can’t understand the menu nor the information the website provides, because the only available language is English.
       • Adding the sign in/create account button to the main bar. By doing this, the user can personalize the site and the settings, save their favorite products and preferences and provide enough information so that site can recommend products that can match the interests of the user.

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