Target launched a new innovation initiative dubbed LA25 in 25 Los Angeles-area locations. The stores will test roughly 50 of the retailer's newest programs, some seen in other stores and some entirely new to the market.
"The chance to test them all in a single market environment will help us see which elements work best together," according to a company statement. "We'll use what we learn to build the best-performing enhancement combos into our future store prototypes and design plans."
One such test will be the inclusion of "digital service ambassadors." These Target team members will be dedicated to helping shoppers use the retailer's digital channels including the Target mobile app and Cartwheel—Target operates two different apps—and will assist with in-store pickups. Curbside pickup will also be available.
|A Bullseye View blog: Target digital advisor|
The locations will include a Beauty Concierge and Baby Advisor—team members tasked with wandering the departmental aisles and assisting shoppers as an impartial sales representative. These programs have been available in select Target stores.
Merchandise for the home displayed in lifestyle vignettes will also be tested, as will in-store displays featuring products typically available only online.
And in an effort to solve some of the retailer's out-of-stock issues, Target will be testing RFID technology to help track items throughout the store. The company said in May it would roll out RFID price tags later this year.
Educating shoppers about mobile features, enhancing pickup options, and using RFID tags to keep better track of inventory are all about strengthening Target's omnichannel initiatives. Target reported earlier this year that 40 percent of all digital orders are placed from a mobile device.
-See this Target blog post
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