Can Target's New Apple Mini-Stores Lead to New Wins?

Target has announced it will open Apple mini-stores in 25 locations to gauge consumer interest. While Target has not yet revealed how the Apple products will be displayed — nor whether Mac computers will be sold as well — the move is in line with Target's recent "The Shops" initiative that installs boutique-like stores in select Target locations. 

Is this strategy in line with Target's brand? Offering semi-luxury items at reasonable prices? It would be appear to be so. But industry insiders are hotly debating whether the strategy overcomplicates Target's attempts to broaden its appeal. The success of the program does, of course, remain to be seen. If it is successful Target will put Apple products in front of consumers who may not have access to Apple stores — just as their clothing lines make designer labels available at lower cost.

Target has for some time offered Apple products, including iPads and iPods. And Target has offered clothing lines by exclusive designers like Wu and Missoni. And, as a recent article on the Motley Fool website notes, those who hold Target REDcards receive a 5% discount on all merchandise. As noted in the Motley Fool article, "A savings of 5% on an iPad is more than what you'll get at Best Buy." 

Thinking of floating a new idea to your retailer? A new planogram or product? Trial runs in a few retailer locations are a great way to test your theories and demonstrate their effectiveness.