TARGET IN E-TRADE LINK
NEW YORK — Target joined the ranks of retailers who are starting to fully integrate their clicks and bricks Wednesday by extending a strategic alliance struck last September with online broker E-Trade Group to its stores.
Under the arrangement E-Trade will become the exclusive automated teller machine network for the discounter and will install more than 1,000 ATMs in the more than 900 Target and Target Greatland stores nationwide. E-Trade, based in Menlo Park, Calif., has also agreed to roll out E-Trade Zones — 400-square-foot brokerage and banking facilities staffed with sales and service representatives — to 20 SuperTarget sites.
With the move, Target’s customers can take care of banking needs while shopping the discount stores, and E-Trade gets exposure to a new group of potential clients. The alliance began in September with the posting of an E-Trade button on the home page at Target.com.
The cobranded Web site can also be accessed at target.etrade.com, and features a Shop Online@Target link so that users can easily return to the e-tailer’s site. Target also began testing an E-Trade Zone in its Roswell, Ga., unit last fall.
Target Stores launched a small e-commerce effort in January 1999, formed the Target Direct division in February 2000, and relaunched Target.com with a new design and broader assortment last October.