Target Updates Smart Home Store

By: Christopher Caen, Theory Associates for Twice:  When Target opened its Open House in San Francisco earlier this year, it signaled that the world of smart homes and the Internet of Things (IoT) was finally exiting the hobbyist stage.

As these products are entering the consumer mainstream, Target realized that it needed a different retail presence and a higher touch to explain the benefits of these innovative new products. The Open House was the result, a retail destination that was part consumer experiment and part mad laboratory for these new devices, with interactive tables, a mock home installed in the middle of the store with connected products in place, and a data-driven tracking system to watch where people went within the house and which items caught their attention.

That data has led to the latest reset of the store, with Christmas right around the corner. As Target has figured out more of what is pulling in consumers, and what they are interested in, the store and the product selection has shifted. For instance, with the importance of common platforms that allow different devices to talk to one another, there is now a lab area where visitors can get a better understanding of the ecosystems that tie these products together.  Cont'd...

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