Target opens connected home showroom

Target (NYSE:TGT) is opening an experimental store in San Francisco that will serve as an interactive showroom for connected home devices.

The "Open House," as it's being called, is a 3,500 sq. ft. lab below a CityTarget, formerly used as a C9 Active Apparel store, the StarTribune reported. The store will feature about 35 devices for sale such as a Ring smart doorbell. Only about one-third of the products on display are currently sold at Target.

If the showroom is a success, Target hopes to implement similar presentations in other Target locations.

"Knowing that it's going to be such a disruptive and major trend and growth area overall, this is to help us figure out how does Target play there," Eddie Baeb, a spokesman for Target, told StarTribune. "One thing we've found is that retailers haven't really cracked the code yet. Many consumers don't fully understand the products."

Inside the test store is a mock-up house with rooms such as a bedroom, nursery, living room and garage. And all of the walls are see-through so that guests can see how the devices actually work.

The store is part of the enterprise growth initiatives, lead by Casey Carl, chief strategy and innovation officer. In May, Target announced the installation of connected home displays in 1,800 stores.

Sears (NYSE:SHLD) just announced the opening of a similar smart technology flagship in Silicon Valley late last month. Sears also has three, 2,000 sq. ft. connected solutions shops in the Chicago area and is expanding its assortment at hundreds of locations.

For more:
-See this StarTribune article

Related stories:
Target adding 'smart homes' sections in stores
Sears opens a smart technology flagship in Silicon Valley
Sears loyalty members make up 74% of quarterly sales
Sears considering REIT to raise more cash
Target releases fresh merchandise in rapid-fire 2015 overhaul

 

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