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Target Upgrading CE Departments

5/17/2010 05:01:53 PM Eastern
Minneapolis - Target has begun a system-wide upgrade of its TV, gaming, and digital imaging sections and product assortments.

The rolling retrofit began last month and will be completed throughout the chain by June.

Word of the upgrade follows last week's announcement by Walmart of an improved and expanded wireless and A/V offering.

Target's new CE department design includes an updated TV wall that will make it easier for customers to compare picture quality across brands while presenting models in "a more realistic in-home presentation," the company said. New product additions include edge-lit LED TVs and IPTVs, and an expanded assortment of larger screen sizes.

Clear signage highlighting product features is being integrated within the overall display, and key accessories will merchandised at the base of the TV wall.

Elsewhere, a reconfigured video game section is being expanded by 30 percent and will feature a large, open design. New product-accessible fixtures will be organized by platform and game genre, and a majority of stores will be equipped with video game learning centers and trial stations.

The latter will allow customers to demo the latest titles, while the learning centers will feature a 40-inch HD touchscreen where shoppers can access reviews, game features, ESRB ratings, in-store pricing, inventory status and recommendations, and allows them to page a sales associate for assistance.

Within the digital imaging section, Target is expanding its assortment and is introducing its first in-store SLR models. Like the TVs, the new SLRs will be grouped together with clear signage highlighting key product features.

The CE reset comes as Target continues to roll out the Kindle. Amazon.com's e-book reader is currently available at 104 Target stores -- the first brick-and-mortar locations to carry the device -- and will be available chain-wide June 6.

"Target is committed to creating an intuitive and easy shopping experience for our guests," said Target senior VP Mark Schindele. "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."
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