Target tests new baby sections at 10 Chicago stores

iPad-armed 'Baby Advisors' provide information for customers

MINNEAPOLIS — Target is hoping to enhance the experience of customers shopping for baby items with a new pilot program in Chicago.

(See below for a video from Target about the program.)

The mass merchandise retailer said the program, which it is testing in 10 stores, would include a redesigned layout, knowledgeable "Baby Advisors" and interactive digital content. The advisers offer personalized and unbiased information about baby products using in-store iPads to help customers view the chain's product assortment, providing what the chain called an "extended aisle" for access to additional items and information. The new layout allows customers to more easily find items and interact with products through lowered displays. Interactive content and expert advice is being offered under a partnership with BabyCenter.

"We've heard from moms that they love shopping for baby, but are hungry for information on what's best and want help in making the smartest choices," Target group VP stores for the Chicago region Mary-Farrell Tarbox said. "Target is excited to officially unveil its enhanced baby experience program in the Chicago area. This offering will help guests feel more confident about their purchases and to easily navigate Target's baby offerings, both in-store and online."

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