Target's Latest In-Store Concept

Lisa Johnston
Editor-in-Chief, CGT
Lisa Johnston profile picture
A rendering of an Target Apple experience

Target is enhancing its Apple shopping experiences beginning this month, with upgrades coming to both stores and online.

The retailer, which first brought Apple-branded store areas to select locations nearly a decade ago, will  now provide its associates with Apple-directed training at select stores to help shoppers in the new dedicated areas. The stores will also feature product demonstrations, while Target’s website and app also now include dedicated Apple areas with an extended assortment of accessories.

The two companies collaborated to build out the store experiences, which add also more Apple products and feature new lighting fixtures and displays. Consumers will also receive 5% off Apple purchases when using their Target RedCard loyalty card.

Seventeen locations in 10 states have been identified to receive the new features. Select stores will receive the new features this month, with more scheduled to roll out by the end of this fall.

“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,” said Christina Hennington, Target executive VP and chief growth officer. “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 also recently announced a long-term partnership with Ulta Beauty for shop-in-shop concepts beginning this year. As with Apple, Target associates will receive Ulta-specific training. The dedicated Ulta 1,000-square-foot retail space will also feature the beauty brand’s in-store virtual try-on technologies.

Target is coming off a very successful holiday season, recording a 17% comp-sales growth in the November/December period. This was driven by increases in both traffic and average ticket, with stores sales rising 4% and digital sales skyrocketing 102%.

The company has been one of the leaders in the pandemic-prompted desire for curbside pickup — with its Drive Up curbside service soared spiking 500% — and its stores are playing a leading role as they serve as micro-fulfillment centers during this time. It is even incorporating this purpose into its new and refreshed store designs with dedicated parking spots and safety protocols.

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