Target to Open 'Mini Apple Shops' in Select Stores
Target announced yesterday that a new "enhanced Apple shopping experience" will debut on its website as well as begin being rolled out this month to 17 stores across the country. The mini Apple shops are scheduled to arrive in additional Target stores by the end of fall. The new concept doubles Apple’s footprint in select Target stores and brings displays for iPhone, iPad, Apple Watch, AirPods and other accessories together in one space “designed for guests to experience new products through demonstrations,” Target said in a news release, adding its tech employees are receiving specialized training from Apple.
Total Retail's Take: Target is expanding its roster of high-profile brand partners by announcing this deal with Apple. The retail chain agreed in 2019 to open mini Disney shops in 25 Target stores with a "shop-in-shop" layout, and in November 2020 Target inked a deal with Ulta Beauty to open 100 small "Ulta Beauty at Target" beauty shops in more than 100 Target locations and online in the second half of 2021, with plans to "scale to hundreds more over time."
Target is working hard to keep its physical brick-and-mortar stores relevant and convenient destinations for consumers. Partnerships with leading brands such as Apple, Ulta, Disney, and others ensures that Target shoppers find in-demand products while also gaining access to the retailer's low-price private-label brands. Furthermore, Target has been a leader in the industry at transforming its stores into omnichannel hubs, effectively fulfilling online orders at its stores through services such as ship from store; buy online, pick up in-store (BOPIS), and curbside pickup. Given this, and its essential retailer designation during the pandemic, and it's not surprising that Target has emerged as one of the strongest and best-positioned retailers going forward.