Aim to open mini Apple stores in the latest move to attract customers


Target will open 17 Apple mini-stores within its stores this month, with plans to expand them to other locations.

Aim

Target wants to give shoppers another reason to skip trips to the mall: It’s adding mini Apple stores in some locations, with more space dedicated to iPhones and other popular devices.

The retailer said Thursday that stores will open at 17 Target stores this month and plans to expand to more locations in the fall. Target already sells Apple products, but the stores will double the tech company’s footprint within each store, include more accessories, and will be staffed with specialized Apple training. The brand’s products also have a new look on the Target website.

Target’s growth director Christina Hennington said the dedicated area will grab the attention of customers and make your sales floor more experiential. It will also have videos and exhibits that are more engaging, he said.

“When we have something that is uniquely attractive and different, whether it’s in the assortment, how the experience or service is combined, which is a big component of what we’re talking about with the Apple experience, it attracts our guests, which then it drives traffic and of course sales over time, “he said.

In a statement, Apple said the company looks forward to “continuing to work with Target on new and exciting ways to serve customers in store and online.”

For some consumers, a stop at Target stores has replaced hour-long shopping trips to various retailers during the pandemic. The big box retailer has seen significant sales growth because it remained open as an essential retailer in the early part of the global health crisis and then capitalized on convenience with its wide range of merchandise, curbside pickup service and delivery of goods. third party Shipt.

That has translated into $ 6 billion in market share gains at the end of the third quarter, the company said, citing internal and third-party research. The price of its shares has also skyrocketed. At the close of Wednesday, Target’s stock was up about 64% over the past year. Its market value is $ 93.68 billion.

After its huge quarterly earnings, the discount will face challenging comparisons. Consumers could revert to old habits as the pandemic wears off, such as going back to multiple stores rather than consolidating trips at Target. Some investors have already become skeptical of stocks that have benefited from stay-at-home trends. The company plans to report fourth-quarter earnings and host a virtual investor day on Tuesday.

Target leaders have said they can stay on the upward trajectory by taking sales from struggling retailers and offering unique products that grab the attention of customers and more than their budgets. She has launched private labels like the athleisure All in Motion line and limited-time collections with beloved brands like Lilly Pulitzer and Hunter.

It also tested Disney stores in some stores and featured Levi’s jeans and clothing in a dedicated area. Hundreds of smaller Ulta Beauty stores will open later this year with select products and trained skincare and makeup professionals.

With its latest “shop in shop,” Target will feature Apple, a brand that attracts shoppers and a common hangout in shopping malls. It will resemble the tech company stores with new lighting and low tables where customers can test out Apple products.

It will not have an Apple trademark, the “Genius Bar,” where customers can get concierge-like technical support. Hennington said Target hasn’t ruled out adding that in the future.

Hennington declined to share the financial terms of the deal. He said he has been in talks with Apple about the idea for months and collaborated with the tech company to choose store locations.

He said technology played a central role this year in keeping people safe and entertained. She said the retailer sees it as a growth category, particularly due to Apple’s following among customers.

Sales in Target’s electronics category grew 50% in the third quarter and more than 20% during the holiday season compared to the same period last year.

Nearly a decade ago, the retailer tested a concept to showcase Apple in some stores with more prominent displays, but the company said this new effort is a separate strategy and goes well beyond changing signage.

Here’s a list of the first 17 Target locations that Apple stores will have:

  • Monticello, Minnesota.
  • San Jose, California
  • Oklahoma city
  • Allen, Texas
  • Hurst, Texas
  • Austin, Texas
  • Irving, Texas
  • San antonio
  • Gainesville, Florida
  • Orlando, Florida
  • Clearwater, Florida
  • Miami
  • North Wales, Pennsylvania.
  • Newark, Del.
  • Woburn, Mass.
  • Nashua, New Hampshire
  • Latham, New York

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