Brick and mortar operations boosted

retail presence to complement its bricks and mortar operations in the hope of increasing customer engagement and responsiveness, says B&T.

The Wesfarmers subsidiary leveraged the Hybris B2C commerce solution to unveil its new site, which, it claims, will make it easier for customers to access the full range of goods and products and choose how they do their shopping.

“The new online store will complement our existing bricks and mortar operations,” says Target IT delivery centre manager, David Hamilton.

“We have taken our time entering the online selling arena to ensure we got it right and to make it the experience our customers would expect from Target.

According to Inside Retailing, Hamilton said the Hybris technology used is designed for retail companies, which means it is customisable and can be updated based on new product developments.

“We have a long-term partnership with Hybris and we have been happy with the team's commitment to meeting Target's needs.” Hybris worked with partner LoyaltyTech, and systems integrator Sapient Nitro, to build the online store.

Matt Hampshire, CEO of LoyaltyTech, says: “We are excited to be able to work with Target and Hybris on this project, as Target begins its multi-channel journey. With our experience working in the Australian e-commerce market, partnering with a vendor like Hybris will help to strengthen the quality of benefits we can bring to our retail customers."

Target's expansion into multi-channel sales represents a commitment to customer engagement and responsiveness that raises the bar for other retailers, writes PRWire.

Hampshire says successful multi-channel or cross-channel retailing is not just about having a Web site, but about being accessible wherever the customer wants.