Target "Reinventing" Electronics and Videogame Department

Paul Lilly

Target this week announced plans to revamp its electronics and game section with a new open layout designed to enhance the shopping experience. Specifically, the videogame section is being retooled with 30 percent more floor space to make room for new product-accessible fixtures, such as game Learning Centers and Trial Centers.

"Target is committed to creating an intuitive and easy shopping experience for our guests," said Mark Schindele, senior vice president, Target. "The electronics and videogame 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."

Target's timing is spot on. According to the NPD group, videogame hardware, software, and accessories generated $19.66 billion in revenue in 2009, so there are plenty of dollars to go around. One way Target will try to claim a larger share is through the use of its Learning Centers, which will feature a 40-inch high definition touch screen where guests can read reviews, learn about game features, view in-store price and inventory, sort by ESRB ratings, and more.

So when will this happen? In some stores, it already has. Target said the full chain rollout began in April 2010, while the majority of stores will have the new electronics layout completed by June 2010.

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