Target Hits a Bull’s Eye Online
By George Anderson
The number of consumers visiting Target.com grew 83 percent in September to 11.4 million, and that’s great news for a retailer who is averaging $151 per online transaction.
Wal-Mart.com, as a point of comparison, had more total shoppers than Target during September (15.7 million), but experienced a smaller increase from the prior year (four percent).
The average transaction on Walmart.com is $59, according to eMarketer.
Jeffrey Grau, senior analyst of retail e-commerce at eMarketer, says the visitor numbers are more important than online sales for retailers with physical store locations.
“[Target] is marketing their Web site to drive traffic into their stores more than anything,” he said. “When you consider success, you have to look at the influence of the online
channel not just on online sales, but on bricks-and-mortar sales.”
Moderator’s Comment: What is your analysis of the Target and Wal-Mart web sites? What is the most important criteria for determining if an online site
Target sees its web site as a means to “extend the experience” of its stores to an online environment, said Will Seitliff, director of interactive marketing
at the company. –
George Anderson – Moderator