Mini Apple shops to open inside 17 Target stores across the US


Target is launching mini Apple shops inside 17 of its locations that will included dedicated Target Tech Consultants in place of the tech giant’s geniuses.

The big-box retail company currently sells Apple merchandise in its electronics department, but the new design will provide products in a dedicate space with bright lighting and lower tables – just like a traditional Apple Store.

Target Chief Growth Officer Christina Hennington said the dedicated area will catch customers’ eyes and make its sales floor more experiential.

And the space will feature videos and displays that are more engaging, she said.

The first mini Apple Store is set to open in Target’s Monticello in Minnesota, but more are set to expand into other locations throughout 2021.

Target is launching mini Apple shops inside 17 of its locations that will included dedicated Target Tech Consultants in place of the tech giant’s geniuses. The new design will provide products in a dedicate space with bright lighting and lower tables - just like a traditional Apple Store

Target is launching mini Apple shops inside 17 of its locations that will included dedicated Target Tech Consultants in place of the tech giant’s geniuses. The new design will provide products in a dedicate space with bright lighting and lower tables – just like a traditional Apple Store

‘Apple products are popular with Target’s guests, and this new, dedicated shopping experience offers enhanced service and expanded offerings, building on our strength as a go-to destination for electronics,’ Hennington said.

‘This new model was created with Target’s guests in mind, and we’ll continue to learn and enhance the experience through future rollouts later this year.’

Target has opened mini stores for other companies in the past, such as areas dedicated for Disney and Ulta Beauty.

The retail store and Apple view the collaboration as a way to eliminate the long-hours costumers experience at the Genius Bar, along with providing them a ‘one-stop shop’ option.

‘When we have something that is uniquely compelling and different, whether it’s in the assortment, how the experience is brought together or service — which is a big component of what we are talking about with the Apple experience — it draws our guests in, which then drives traffic, and of course sales over time,’ Hennington told CNBC.

The mini Apple Store will feature dedicated displays for Apple products like the iPhone, iPad, Apple Watch, AirPods, HomePod, Apple TV and there will also be an extended assortment of accessories.

The big-box retail company currently sells Apple merchandise in its electronics department, but the mini Apple shops will provide a dedicated space and improved experience for customers

The big-box retail company currently sells Apple merchandise in its electronics department, but the mini Apple shops will provide a dedicated space and improved experience for customers

Customers can watch demonstrations on different screens throughout the area, where they can also try products and speak with consultants who are trained by Apple.

Target has also redesigned the landing page for Apple merchandise that has an extended assortment and videos of products.

Five Texas and four Florida stores are getting the upgrade along with one location apiece in eight other states: California, Delaware, Massachusetts, Minnesota, New Hampshire, New York, Oklahoma and Pennsylvania.

Target announced plans for special Disney shops in 2019, which is now open in more than 40 locations.

The design echoes the experience many have felt at the traditional Disney locations, featuring music, interactive displays, photo ops and seating areas for families to watch clips from the company’s timeless films.

Mark Tritton, executive vice president and chief merchandising officer, Target, said in 2019: ‘We’ve brought the magic of Disney to Target, bringing together great merchandise amidst an experience that’s truly immersive and unique.’

‘Guests will be able to connect with the Disney characters and stories they love in a meaningful way, while accessing the latest and greatest Disney products, including items previously only available at Disney retail locations.’



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