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Target will be opening 17 Apple mini stores in its stores this month, with plans to expand them to other locations.
Target
Target wants to give shoppers another reason not to go to the mall: It is adding Apple mini stores in some places, with more space dedicated to iPhones and other popular gadgets.
The retailer said Thursday stores will open at 17 Target stores this month and that it plans to expand to more locations in the fall. Target already sells Apple products, but stores will double the tech company’s footprint inside each store, include more accessories, and have staff with specialized training from Apple. The brand’s products also get a new look on the Target website.
Target’s chief growth officer Christina Hennington said the dedicated area will grab the attention of customers and make its sales floor more experiential. It will also contain more engaging videos and screens, she said.
“When we have something particularly compelling and different, whether it’s in the assortment, the way the experience comes together, or the service – which is an important part of what we talk about with the Apple experience – that attracts our customers, which then drives traffic and, of course, sales over time, ”she said.
In a statement, Apple said the company looks forward to “continuing to work with Target on exciting new ways to serve customers in-store and online.”
For some consumers, a stop at Target stores replaced hours of shopping at multiple retailers during the pandemic. The big box retailer saw significant sales growth as it remained open as a core retailer at the onset of the global health crisis, then capitalized on convenience with its wide range of merchandise, curbside pickup. and the third-party delivery service Shipt.
That translated into market share gains of $ 6 billion at the end of the third quarter, the company said, citing external and internal research. Its share price has also skyrocketed. As of Wednesday’s close, shares of Target are up about 64% from a year ago. Its market value is $ 93.68 billion.
After his huge quarterly gains, the discounter will face some tough comparisons. Consumers could revert to their old ways as the pandemic subsides, such as returning to multiple stores instead of bundling trips at Target. Some investors have already become skeptical of stocks that have benefited from stay-at-home trends. The company plans to release its fourth quarter results and hold a virtual investor day on Tuesday.
Target executives said they can keep the upward trajectory by taking sales from struggling retailers and delivering unique products that grab the attention of customers and more of their budgets. She has launched private labels such as the athleisure line All in Motion and limited-time collections with beloved brands such as Lilly Pulitzer and Hunter.
He also tried Disney boutiques in select stores and showcased Levi’s jeans and clothing in a dedicated area. It will be opening hundreds of small-scale Ulta Beauty stores later this year with select products and trained makeup and skin care professionals.
With its latest “store in store,” Target will feature Apple – a brand that attracts shoppers and is a common hangout in malls. It will look like the tech company’s stores with new lighting and lowered tables where customers can try out Apple products.
It won’t have an Apple brand – the “Genius Bar” – where customers can get concierge-type technical assistance. Hennington said Target hasn’t ruled out adding this in the future.
Hennington refused to share the financial terms of the deal. She said she had been in discussions with Apple about the idea for months and had worked with the tech company to choose store locations.
She said technology has played a central role this year in keeping people safe and entertained. She said the retailer sees it as a growth category, especially given Apple’s following among customers.
Sales of Target’s electronics category grew 50% in the third quarter and more than 20% during the holiday season compared to the same period a year earlier.
Almost a decade ago, the retailer tested a concept to showcase Apple in select stores with a more prominent display, but the company said the new effort was a separate strategy and went much further than replacing signage. .
Here is a list of the top 17 target locations that will have Apple stores:
- Monticello, Minn.
- San Jose, California.
- Oklahoma City
- Allen, Texas
- Hurst, Texas
- Austin, Texas
- Irving, Texas
- Saint Anthony
- Gainesville, Florida
- Orlando, Florida
- Clearwater, Florida.
- Miami
- North Wales, Pennsylvania.
- Newark, Del.
- Woburn, Mass.
- Nashua, NH
- Latham, NY
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