Target's electronics departments may be a getting a new look.
The discount retailer recently remodeled the departments in several of its stores with waist-height, bright white tables and displays. The move fits a design trend seen in recent years at stores run by Apple Inc. and Best Buy Co. that gives shoppers more hands-on experience with the goods.
"It's more a minimalist approach with space for consumers to touch and test the merchandise," said Chris Christopher, director of consumer electronics at IHS Global Insight in Massachusetts.
And it comes at a time when electronics sellers are seeing a major shift in product mix as the space that used to be devoted to cameras — which are declining rapidly in sales — gives way to square footage for cellphones.
Target is testing the format to give customers a more convenient way to interact with products and services, said spokeswoman Erica Julkowski. "Guests are looking for more interactive ways to make purchasing decisions about the latest technology," she wrote in a statement.
The concept is being tested at stores in Brooklyn Park, Mankato, Ridgedale and the Quarry location in Minneapolis, as well as outside Minnesota. There was no word on how long the test will last or when Target executives might decide whether to bring the idea to the rest of its approximately 1,800 stores nationwide.
Brett Laabs of Minnetonka was at the Ridgedale Center store Wednesday comparing phones for his son. Although he liked the look of the remodeled department, he left somewhat frustrated, wanting more information.
"I wish they would compare the plans better," he said. "But I did like the way I could feel and play with the phones."