Target, citizen of the world?
It’s been a little less than two months since the discounter launched an international version of its Web site, intl.target.com, but the retailer has already learned something from the exercise.
Shoppers in 108 countries have taken advantage of the offerings at intl.target.com, with Canada, Hong Kong, the U.K., Mexico and Singapore in the lead as the countries with the highest number of shipments to date.
Initially, Target’s home department was strong out of the gate, becoming the top-performing category. With the height of the holiday shopping season, sales have begun shifting to toys.
“What we were most interested in learning is guests’ preferences around our assortment,” a Target spokeswoman said. “It’s pretty broad in terms of what guests are shopping. One thing we’ve noticed is that international guests aren’t as interested in the deals as the actual products that they want.”
Target found that apart from Canada, international shoppers have little awareness of the retailer’s exclusive brands such as Mossimo and Merona.
“We’ll continue to evaluate that and it will inform what the future strategy will look like,” the spokeswoman said.
Earlier this year, Target did some testing with eBay as part of a global shipping program.
The international Web site was developed through a partnership with Borderfree, a Pitney Bowes company.
Target is delivering orders to more than 200 countries and territories during the holiday season, including South America, China, India and the European Union. The site promises low shipping rates and guaranteed landed costs (no additional charges at delivery).
Intl.target.com features a checkout page in the local language of the global shopper, with duties, tariffs and taxes calculated at checkout and local currency prices listed. The retailer is accepting about 60 different currencies and prices are the same as those offered in the U.S.
Enfamil Premium infant formula has been the top seller so far.
Target’s first order from international Web site was a WaterPik Flosser, sent to Israel. The most remote shipments were delivered to New Caledonia, French Polynesia and Azerbaijan.
The largest order — $770 worth of products — was sent to Egypt. The cheapest item purchased, Up&Up erasers for 49 cents, was sent to Hong Kong. The most expensive item, an upside down, pre-lit Christmas tree for $429.99, shipped to Italy.
Other strong selling products included Threshold bar stools, Dyson’s V6 Motorhead cordless vacuum, Google Chromecast and Samsung’s 32” LED HDTV.
“We’re definitely seeing traffic,” the spokeswoman said. “There have been thousands of purchases. Our expectation is that it will continue to increase.”