Target is reinventing the consumer electronics and video game department across stores nationwide, with a new open layout that will provide a convenient, enjoyable shopping experience, ensuring guests can easily access the information and products they want. The full chain roll-out began in April 2010, and the majority of Target stores will have the new electronics layout completed by June 2010.
As part of the transformation, the video game section is being expanded by 30 percent revealing a large, open guest friendly format that will include new product-accessible fixtures organized by platform and game genres. Additionally, a majority of stores will be further enhanced with video game Learning Centers and Trial Stations.
With the NPD Group reporting the sale of video game hardware, software and accessories generating revenue of close to $19.66 billion in 2009, the importance of convenience and accessible product information in video game selection and purchase is greater than ever. Target’s new video game Learning Centers will feature a 40” high definition touch screen where guests can read reviews, learn about game features, sort by ESRB ratings, view in-store price and inventory, receive recommendations on best
sellers, or page a team member for assistance; and Trial Stations allow guests to try out the latest titles before they buy. These enhancements will help eliminate common decision-making questions, such as what games are age-appropriate, how many players can participate in a game, and which types of controllers are required.
“Target is committed to creating an intuitive and easy shopping experience for our guests,” said Mark Schindele, senior vice president, Target. “The electronics and video game reinvention was designed with the wants and needs of our guests as our top priority. They’ve asked for additional product diversity and better access to games and information, and our new layout offers them just that.”
In addition to an expanded video game footprint, Target is making improvements and additions in the TV, camera and camcorder sections of the electronics department that will add to and enhance its current product offerings while making the selection process even easier.
An improved TV wall will offer a more realistic in-home presentation and a better way for guests to compare picture quality across brands. Clear signage highlighting product features is being seamlessly integrated within the overall display, and key accessories can be found at the base of the TV wall so that guests can easily find everything they need to enjoy their new purchase. Target is also expanding their selection of larger screen sizes and introducing new products such as super-slim LED TV’s and internet-connectable TV’s that allow guests to enjoy video on-demand and surf the internet.
New product offerings extend to Target’s camera selection, which is being expanded to include high-performance digital Single Lens Reflex (SLR) cameras at affordable price-points. As with the TV wall, SLR cameras will be grouped together with clear signage highlighting the key product features that matter most to guests.
To further compliment its product offerings, Target recently announced it is the first brick-and-mortar retailer to bring Kindle, Amazon’s most wished for, most gifted and #1 bestselling product, to its guests. Amazon's Kindle is currently available at a 104 Target’s and will be rolling out to the chain on June 6.
The consumer electronics and video game reinvention is the latest of a number of recent initiatives in the consumer electronics department that illustrates Target’s commitment to providing guests with the services and value they have come to expect. As a leader in implementing programs that deliver on the “Expect More, Pay Less” value proposition, Target’s consumer electronics and video game reinvention along with TV delivery and installation services, will set Target apart from the competition.
Minneapolis-based Target Corporation (NYSE:TGT) serves guests at 1,740 stores in 49 states nationwide and at Target.com. Target is committed to providing a fun and convenient shopping experience with access to unique and highly differentiated products at affordable prices. Since 1946, the corporation has given 5 percent of its income through community grants and programs like Take Charge of Education. Today, that giving equals more than $3 million a week.