Target’s website misses the bullseye

Plenty of news coverage this week about Target’s launch of Missoni product, and the “meltdown” of its website…not to mention fast sellouts in its stores.  By chance, RetailWire panelists discussed problems with the Target website the morning of the launch, suggesting that the issue was a crisis waiting to happen and a result of poor execution after ending its web association with Amazon. Here’s my opinion:

Simple answer: Yes, they botched the launch. In fact, when I went to target.com before writing this comment, I was greeted by the error message and the picture of the Target dog. This is amateurish, especially given two years to get it right, and it’s hard to judge the workmanship of the site if you can’t even get inside! (My wife has used the new site and commented that it is more difficult to navigate than before.) There may have been been issues with the Amazon partnership, but the new site should have been launched after extensive beta testing in parallel with the original site.

 

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