Focus on opening mini Apple stores in selected locations

Target on Thursday announced plans to open mini Apple stores in select locations this month, effectively doubling the tech giant’s footprint in its stores.

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The so-called “Apple special shopping destinations” will be rolled out first in 17 national Target stores, ranging from San Jose, California to Miami, the retailer said. Additional locations will be rolled out by the end of this fall.

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While Target already has Apple products, the new dedicated areas will “expand the range of Apple products” online and in stores, Target said.

At these locations, Apple products and accessories will be showcased in a single venue “designed to allow guests to experience new products through demonstrations” from “Target Tech Consultants, who will receive specialized training from Apple.”

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“The retail partnership builds on Target’s more than 15-year relationship with Apple by combining Apple’s latest products with the convenient shopping experience and fulfillment services,” said Target.

Christina Hennington, Target’s Chief Growth Officer, said the company “will continue to learn and improve the experience during future deployments later this year.”

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The announcement comes after Target reported a strong increase in sales during a pandemic-shrouded holiday season with sales growth of 102% between November and December.

Over the past year, the company has stepped up efforts to provide alternatives to customers trying to minimize the risk of COVID-19.

The Associated Press contributed to this report.

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