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Target Revamps CE Departments

Target rolled out its latest CE department prototype this month with the soft opening of 61 new stores around the country.

The redesigned departments are larger, feature a number of assortment upgrades and place renewed focus on the TV wall.

The retailer enhanced the impact of the TV wall by making it taller (by 18 inches) and longer (by 8 feet), and by adding an overhang shelf to reduce glare from store lighting. The larger wall accommodates an expanded LCD assortment, which is highlighted with improved “Why to Buy” signing. Target is also using lower-profile gondolas within the department’s central area to improve TV wall sightlines, while also providing greater shelf access to shoppers.

Other enhancements include:

  • a service counter that will be upgraded with an interactive “consumer electronics advisor” kiosk next April;
  • a 4-foot section of Sony Blu-ray hardware and software;
  • a new dedicated run of home theater systems with additional “better” and “best” offerings such as the Bose 3.2.1 home theater in a box system;
  • an 8-foot section of photo gifts from Kodak Gallery and Shutterfly, plus a run of digital picture frames and an expanded selection of cameras;
  • a new run of kitchen electronics;
  • an expanded assortment of computer peripherals; and
  • an incremental run of value video game software.