Target.com reboot thinks outside the big box

  • Article by: THOMAS LEE , Star Tribune
  • Updated: August 31, 2011 - 7:46 AM

By embracing digital platforms, the Minneapolis retailer looks for more ways to engage consumers.

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pitythefoolsAug. 28, 1110:18 AM

Wow, what an unholy mess. Far too much white space. Inconsistent navigation. The color pallet...what is it with that blinding blue text against the red? Malformed HTML. Slow as the Target dog. Welcome to 1999.And my favorite, when clicking on a book "oops, let's try that again.something went wrong when we tried to [load this page/process your request]. Please try again. If the problem persists, please feel free to contact Target help."I see SapientNitro did just as good at redesigning Target's site as they did the Star Tribune.

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uparentAug. 28, 1111:47 AM

Someone from Target told me they spent $25M (million!) just for new product photos. Too bad the page layout makes the photos so small, with so much white space wasted around them. Who designed this site? It looks like something somebody would have thrown together in geocities.

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xorcistAug. 31, 11 8:23 AM

I've never been impressed by the work of SapientNitro. Unfortunately, it seems that corporations are eager to waste money hiring firms with a supposed reputation for great work, solely because they are large and well known.

But that doesn't mean they know what they're doing. Instead of trying to reinvent the wheel, Target should have focused on good design, page loading speed, shopping flow, and closing the sale. They failed, and wasted millions in that effort.

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mgmAug. 31, 1110:47 AM

A big part of the new look & feel apparently is no capitalization. How edgy.

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kn12345Aug. 31, 1111:38 AM

Gahhhh abuse of visual real estate. I will not shop on target.com any longer.

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deboracAug. 31, 1112:08 PM

Very frustrating - cannot get into the website and have lost our registry - at least for 72 hours until the issue is fixed. Not a good reboot!

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shoebaccaAug. 31, 1112:20 PM

The new Target site is awful. It is sooo slow (it’s not my pc or server that is slow) and too much white space (wasted space). Items are so much harder to find. The sorting options that were so helpful on the old site are gone, replaced with unnecessary options. The product photos are tiny (my eyesight is fine), and half the product description is left off the thumbnail so you have to click on each item to read the full description, the click back to see other options. I’ve checked the site for various items every other day or so for the past two weeks and honestly, I’ll probably stop shopping Target online altogether. It’s really miserable & not worth all the new effort I’d have to put into it.

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shoebaccaAug. 31, 1112:24 PM

“By embracing digital platforms, the Minneapolis retailer looks for more ways to engage consumers.” Don’t they mean “enRage” customers?

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itisaboutusSep. 1, 11 2:13 PM

The new website is terrible. I'll stick with Amazon, thanks.

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snarkhunterSep. 1, 11 3:28 PM

There must be so many people on the site right now, it almost crashed IE on me and nearly froze the whole computer. Anyway if it's as coounter-intuitive as their corporate web-site and job-search pages, good luck getting online shoppers to stick around!

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