Target Tests In-Store Digital Shopping Experiences

Target is working to meet consumer demand for digitally connected shopping experiences in physical shops with the launch of its new innovation initiative called LA25. The initiative will roll out in 25 of its Los Angeles stores. Construction begins on the first wave of tests and updates in a few weeks, with a second wave launching in spring 2016. 

Target will test about 50 of its top enhancements and innovations to study the power they have on guest experience and sales. Some of the tests will be programs and services already piloting in other markets; others are brand-new ideas. The company said testing the elements all in a single market environment will help it see which work best together and the tests will focus on presentation and service.
"For presentation, we’ll create a more modern sales floor with updated fixtures and helpful signs," Target writes on its blog, A Bullseye View. "We’ll also transform the front of the store to showcase the latest products and trends. For service, we’ll bring in some already-tested innovations in key departments, like Beauty, and add others to help support our digital growth. Guests will be able to interact with some of the tests as they shop, while others will happen behind the scenes in our backrooms and supply chain."
Some of the innovations Target will test in the coming months:

Expert Help

Target will incorporate its Beauty Concierge and Baby Advisor services, placing highly-trained experts in those departments to answer questions and provide personalized service and unbiased information about our products.

It is also testing a new role called a digital service ambassador, a team member dedicated to helping guests use our digital channels, like the Target mobile app and Cartwheel, and assisting with in-store pickups.

Presenting Products in a Natural Habitat

Target will test displays with its Home products styled together in real-life settings—vignettes featuring set dinner tables, fully decorated bedroom spaces and more—where guests can shop everything they need for a certain area of their home. It is also testing in-store displays featuring online-only products, giving guests an in-person look at’s expanded options before they place an order.

Options to Get Products

Target will test new radio-frequency identification (RFID) technology to help team members track down misplaced products so they can get them to shoppers. It will also test new ways to order and receive products, including curbside pickup and others.
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