Getting consumers connected in real-life situations.
For the first time, Target US has opened a smart-home ‘Connected Living’ space set up within a traditional Target store. The new in-store experience is dedicated to showing consumers how connected devices can make their lives easier and more convenient.
The Connected Living shop in Minneapolis is organised into six product sections supported by a dedicated expert. The range of connected devices spans fitness, kitchen, security, nursery and monitoring devices, using LED displays and interactive discovery tables.
“There is tremendous untapped potential here, and we have been steadily adding more connected products to our assortment,” Target senior vice-president for merchandising, Scott Nygaard said.
“But the market is still early and consumers are focused on single-use, single-benefit products. Our goal is to educate and inspire guests about the potential of connected devices, and take learnings from the test to refine the experience.”
He said the hope was eventually to expand the concept to more stores. The US discounter has been trialling ways of bringing the connected living experience to stores with an Open House model that launched in San Francisco last summer. It used a physical ‘house’ space and LED screens to illustrate how connected products work in a real-life setting.