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Target enhances CE, video game department

MINNEAPOLIS Target announced that has begun implementing a new consumer electronics and video game department layout. The new open layout began rolling out in stores last month and will be incorporated into most stores by June, the company reported.

As part of the transformation, the video game section is being expanded by 30% and will include new product-accessible fixtures organized by platform and game genres, Target said. Additionally, a majority of stores will be further enhanced with video game Learning Centers and Trial Stations.

Target’s new video game Learning Centers will feature a 40” high definition touch screen where guests can read reviews, learn about game features, sort by ESRB ratings, view in-store price and inventory, receive recommendations on best sellers, or page a team member for assistance; and Trial Stations allow guests to try out the latest titles before they buy, according to the company.

“Target is committed to creating an intuitive and easy shopping experience for our guests,” said Mark Schindele, SVP Target. “The electronics and video game reinvention was designed with the wants and needs of our guests as our top priority. They’ve asked for additional product diversity and better access to games and information, and our new layout offers them just that.”

In addition to an expanded video game footprint, Target said it is making improvements and additions in the TV, camera and camcorder sections of the electronics department that will add to and enhance its current product offerings while making the selection process even easier.

Target reported that the new layout will feature an improved TV wall will offer a more realistic in-home presentation and a better way for guests to compare picture quality across brands. Clear signage highlighting product features is being seamlessly integrated within the overall display, and key accessories can be found at the base of the TV wall so that guests can easily find everything they need to enjoy their new purchase. Target is also expanding their selection of larger screen sizes and introducing new products such as LED TV’s and Internet-connectable TV’s that allow guests to enjoy video on-demand and surf the Internet.

New product offerings extend to Target’s camera selection, which is being expanded to include high-performance digital Single Lens Reflex (SLR) cameras at affordable price-points, according to the company. As with the TV wall, SLR cameras will be grouped together with clear signage highlighting the key product features that matter most to guests.