Target Launches Enhanced Baby Experience Program in Select Chicago Stores

MINNEAPOLIS - September 18, 2013

Building off its “Expect More. Pay Less.” brand promise, Target has launched an enhanced baby experience program in 10 existing Chicago-area stores. The test program aims to create a more compelling shopping experience – with an emphasis on in-store service – through a redesigned layout, knowledgeable Baby Advisors and interactive digital content and expert advice in partnership with leading parenting resource BabyCenter.

The redesigned layout in the department allows guests to more easily find items and to interact with products through lowered displays. Additionally, a Baby Advisor serves as a trusted resource by providing guests with personalized and unbiased information about all baby products offered at Target. The Baby Advisors also offer assistance through in-store iPads to help guests navigate Target’s full assortment online, offering an “extended aisle” for access to additional items and information like product reviews. Currently, Baby Advisors are available Monday-Friday 1-8 p.m.; Saturday 11 a.m.-7 p.m. and Sunday 11 a.m.-6 p.m. No appointment is necessary.  

“We’ve heard from moms that they love shopping for baby, but are hungry for information on what’s best and want help in making the smartest choices,” explained Mary-Farrell Tarbox, Target's group vice president of stores in the Chicago region. “Target is excited to officially unveil its enhanced baby experience program in the Chicago area. This offering will help guests feel more confident about their purchases and to easily navigate Target’s baby offerings, both in-store and online.”

Target makes shopping for baby easy and affordable through its broad array of brand collections and easy-to-use baby registry. Guests can find nursery items, clothing, baby personal care and gear from exclusive brands such as Circo and Just One You by Carter’s and all their national brand favorites.

The full list of Chicagoland stores that offer enhanced baby experience is below. For more information, visit A Bullseye View.

Store Name




10451 Indianapolis Blvd., Highland, IN 46322



1188 W. Boughton Rd., Bolingbrook IL 60440



60 Yorktown Shopping Ctr., Lombard, IL 60148



7000 Mannheim Rd., Rosemount, IL 60018



3020 Route 34, Oswego, IL 60543



17605 S. Halsted St., Homewood, IL 60430



7601 Kingery Hwy., Willowbrook, IL 60527


Chicago-Peterson Ave.

2112 W. Peterson Ave., Chicago, IL 60659


Chicago McKinley Park

1940 W. 33rd St., Chicago, IL 60608



349 S. Weber Rd., Romeoville, IL 60446


About Target
Minneapolis-based Target Corporation (NYSE: TGT) serves guests at 1,870 stores – 1,788 in the United States and 82 in Canada – and at Since 1946, Target has given 5 percent of its profit through community grants and programs; today, that giving equals more than $4 million a week. For more information about Target’s commitment to corporate responsibility, visit

 For more information, visit


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