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Target gives customers “the online experience they want”

Target Components recently updated its website with new features influenced by customer feedback.

The distributor’s site has been designed and developed following customer feedback collated over the last two years, with customers also instrumental in beta-testing pre-launch.

Target’s product marketing executive Cory Lees explained: “The two things that most differentiates us from other distributors are the way we put our customers front and central to everything we do and our track record of innovation. This project puts the two together.

Our website is our shop window and plays a part in 80% of all the business we do, so it’s key that we give our customers the online experience that they want, not what works best for us.”

The site has been developed with the whole customer experience in mind, incorporating features such as a customer service wizard, improved user management, online fault finder and enhanced order-tracking. It also retains popular features from the old site such as the Custom-PC Builder and In-Store PC Builder, downloadable statements and invoices, and online RMAs.

Finding products is made easier by the enhanced search function, improved list filtering including dynamic filters and price sliders, and improved signposting of best sellers, new and recommended products.

Product listings benefit from an improved look and feel, with the redesign accompanied by larger, clearer product images and product data enhanced with videos, recommended products, and downloadable marketing materials, along with the introduction of quantity breaks and bulk-buy discounts.

“The new site offers significant improvements in functionality and speed,” said Lees. “That was central to the brief – it’s not just a case of sprucing up the old website and making it look great”.

To coincide with the launch, Target has also extended online order cut-off to 5.30pm.

“We’ve made online ordering on our website much quicker, easier and an all-round better experience,” said Lees “so it makes sense to extend the cut-off and bring it more in-line with our telephone cut-off of 6pm.”

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