Target Expands CE Pilot

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MINNEAPOLIS — Target has been retooling its CE departments in select stores, and is about to roll the concept out to hundreds more.

The revamp reportedly includes live tablet and smartphone displays, and chairs that allow customers to sit as they test-drive the products and peruse Target online.

Chief merchandising and supply chain officer Kathee Tesija described the pilot departments as an “enhanced entertainment and electronics experience” that is currently in 42 stores. On an earnings call, she said the discount chain plans to extend the concept to another 275 stores this year.

Last June, the hometown Minneapolis Star Tribune reported on the CE upgrade after visiting a test store in the city’s Northeast Quarry section. In addition to the live product displays, the departments’ sales associates will receive stepped up training to better explain and sell the tech assortment, the newspaper reported.

Tesija is expected to provide more details on the CE experiment and other in-store initiatives next week during a presentation to the financial community in New York.

Target is the country’s fifth-largest electronics retailer according to TWICE’s Top 100 CE Retailers Reports, a position it has held for at least the last 10 years as younger upstarts like and Apple Stores have overtaken it.


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