Visually, Target.com turns mass consumerism into an art form, employing Warholian and assorted pop-art visual cues in its look and feel. From its ad campaigns to placement strategy, the brand conveys a message of convenience in a manner that acknowledges the hypnotic appeal of everyday products displayed in repetition. Promoting big city style ideas to the masses works; consumers flock to Target to stock up on the fruits of its exclusive partnerships with well-known designers such as Isaac Mizrahi, Michael Graves and Liz Lange. We paid a visit to Target.com to see if it hits its mark online.

Users can easily set up a Target account that allows them (and Target’s sales department) the ability to track orders and transactions. Products are subdivided as they would be in a store (e.g., Women, Men, Baby, Kids, Furniture, Electronics). A decent search engine with a snappy, off-the-cuff tag typical of Target (“Want it? Need it? Find it!”) readily presents item requests on demand. Branded gift registries with clever monikers like Club Wedd maintain the hip brand messaging typical of the Target shopping experience. The Wish List page is a convenient feature that takes the guesswork out of shopping for gifts, allowing users to save coveted items for later retrieval. Another handy feature of the Wish List saves special event dates, and sends a reminder e-mail before the big day—a feature that reiterates the brand’s message of convenience, adds value and drives traffic right back to the site.

One great feature that isn’t often found on retail websites is the “Weekly Ad” link. By plugging in a ZIP Code, users can access the week’s sales circular of a local Target. Chosen items can even be saved to a printable shopping list. Another well-developed area is the Target pharmacy section, where users have the option of renewing a prescription online. Red Hot Shop displays featured “hot” items from ponchos to lip gloss, using the signature Target Red as a tool to further position the brand as a price conscious purveyor with up-to-the minute fashion cred.

An effective customer service section is difficult to execute in virtual retail, but to this end Target deserves kudos. The Help section has FAQs, with links connecting users with answers to questions. Item returns can even be processed online. The retailer goes so far as to include a Product Recalls page that lists when and where items were sold at Target stores and provides detailed information about the product failure and how to go about returning it. Talk about customer service.

Even the About Us section is well branded and rich with content. A Target history timeline, along with comprehensive information ranging from full stock financials and reports to corporate governance is available with a click of the mouse. The careers section is more comprehensive than most. Visitors can find out about the company, peruse jobs by description, and get information about area recruiting, in addition to the common function of online resume submission.

Target.com successfully simulates a retail visit by offering visitors a fully comprehensive brand experience online. Designed to work independently as well as in tandem with its retail operation, the site invites users to stroll down the virtual aisles without losing out on the benefits of sale prices or ease of procurement. Considering this embodies its brand credo, Target.com is proof positive why its success as an uber-retailer is no bull.