The major problem with connected devices is that their value is not always apparent and can only be seen when in use. Last summer, Target launched a concept retail space in San Francisco called Open House, with the goal to better understand how to display and educate consumers about connected home products and the best in connected living experiences.
According to Casey Carl, chief strategy and innovation officer, the company learned three major lessons from this installation:
“Storytelling is key to helping guests understand how they might use connected devices, having a knowledgeable team member on hand is extremely important and guests want to see products in a real-life setting.”
With this in mind, the retailer is now introducing Connected Living, an in-store experience meant to educate shoppers on how connected products can improve their daily lives. Located in the Ridgedale location in Minnetonka, Minn., the space is organised into six sections—rest and relaxation, virtual guardians, family fitness, connected kitchen, connected nursery, and item trackers and smart buttons—each one with a dedicated expert, and discovery tables and screens to illustrate how a product can be used at home and its ability to work with other devices.
“There is tremendous untapped potential here, and we’ve been steadily adding more connected products to our assortment,” said Scott Nygaard, senior VP of merchandising, on the company’s blog.
“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 with the hope of eventually expanding it to more stores.”