Target Announces Plans To Upgrade Electronics Offerings

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News Posted: Wed, May 19 2010 1:15 AM

Not long ago, we learned about Walmart's plan to expand its consumer electronics offerings. The big-box retailer is not alone. Target also has a system-wide plan to upgrade its TV, gaming, and digital imaging sections and product offerings.  The rollout began last month and should be completed by June.

With the new CE department design, Target stores will get an updated TV wall that should make it easier for consumers to compare TVs across brands. Along with the display, Target plans to offer clear signs that highlight product features, making it even easier to compare models. The display also will present models in "a more realistic in-home presentation."

In addition to a change in display and department design, Target plans to add additional electronic offerings. Among the new additions are edge-lit LED TVs, IPTVs, and larger screen sizes. The video game section will also be expanded by 30 percent and will have a more open design. There will be new product-accessible fixtures that are organized by platform and game genre. Many stores will also offer video game learning centers and trial stations. In the digital imaging section, Target will now offer SLR cameras in store.

Target's plan to revamp and improve its consumer electronics offerings comes on the heels of the joint announcement from Amazon and Target that the retailer will carry the Kindle e-book reader. Currently, 104 Target stores carry the popular e-book reader, and more stores are expected to offer the Kindle later this year.

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