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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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