Target will open 17 Apple mini stores within its stores this month, with plans to expand them to other locations.
Target
Target wants to give shoppers another reason to skip shopping: it is adding Apple mini stores to some locations, with more space dedicated to iPhones and other popular gadgets.
The retailer said on Thursday that 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 goods, but stores will double the technology company’s footprint within each store, include more accessories, and have Apple-trained staff. The brand’s products also have a new look on the Target website.
Target’s growth director, Christina Hennington, said that the dedicated area will draw customers’ attention and make their sales area more experiential. It will also have videos and exhibitions that are more engaging, she said.
“When we have something that is uniquely attractive and different, whether in the assortment, how the experience is put together or in the service – which is a big component of what we’re talking about with the Apple experience – it attracts our guests, which then directs traffic and , of course, sales over time, “she said.
In a statement, Apple said the company hopes to “continue to work with Target in exciting new ways to serve customers in-store and online.”
For some consumers, a stop at Target stores replaced hourly shopping trips for various retailers during the pandemic. The large retailer saw 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 goods, sidewalk collection and Shipt’s outsourced delivery service.
This translated into $ 6 billion in gains in market share at the end of the third quarter, the company said, citing internal and third-party research. The stock price also skyrocketed. At the close of Wednesday, Target’s shares rose about 64% from last year. Its market value is $ 93.68 billion.
After its huge quarterly gains, the discounter will face challenging comparisons. Consumers can return to old habits as the pandemic subsides, such as returning to multiple stores instead of consolidating travel at Target. Some investors have already become skeptical about stocks that have benefited from staying at home trends. The company plans to release fourth-quarter earnings and host a virtual investor day on Tuesday.
Target leaders said they can sustain the upward trajectory by obtaining sales from struggling retailers and offering exclusive merchandise that will grab customers’ attention and more than their budgets. He launched his own brands such as the sports line All in Motion and collections for a limited time with beloved brands such as Lilly Pulitzer and Hunter.
He also tried out Disney stores at some stores and presented Levi’s jeans and clothing in a dedicated area. It will open hundreds of small-scale Ulta Beauty stores later this year, with selected products and trained makeup artists and skin care professionals.
With its most recent “shop in shop”, Target will introduce Apple – a brand that attracts shoppers and a common meeting point in malls. It will look like the tech company’s stores, with new lighting and lowered tables where customers can try Apple products.
You won’t have an Apple trademark – the “Genius Bar” – where customers can get technical support similar to that of a concierge. Hennington said that Target has not ruled out adding that in the future.
Hennington refused to share the financial terms of the deal. She said that she has been discussing with Apple about the idea for months and that she collaborated with the technology company to choose locations for stores.
She said that technology has played a central role this year in keeping people safe and entertained. She said the retailer sees this as a growing category, mainly because of Apple’s followers 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.
Almost a decade ago, the retailer tested a concept to show Apple in some stores with a more prominent display, but the company said that this new effort is a separate strategy and goes far beyond changing signage.
Here is a list of the first 17 destination locations that Apple stores will have:
- Monticello, Minnesota.
- San Jose, California
- Oklahoma City
- Allen, Texas
- Hurst, Texas
- Austin, Texas
- Irving, Texas
- Santo António
- Gainesville, Florida.
- Orlando, Florida.
- Clearwater, Florida
- Miami
- North Wales, Pa.
- Newark, Del.
- Woburn, Mass.
- Nashua, NH
- Latham, NY