At Target, No More Games Behind Glass

July 28, 2010

Target’s redesigned video game department lets consumers browse through games in individual security cases.

Photo courtesy Target

Target’s videogame department has finally ditched the irksome glass case.

The big box retailer completed its remodel and expansion of its videogame department this year. As of June 2010, all 1740 stores in the chain have been updated to make shopping for games a little bit easier.

“In the past, game shopping could be intimidating and challenging,” said Target senior vice president Mark Schindele. “For those new to gaming it could be challenging to determine what product was best for them.”

The major barrier between the customer and the product, Shindele says, were the imposing glass cases that, while protecting the expensive product from shoplifters, also managed to keep the games at arm’s length.

The new, patented display method houses games in individual cases that are tethered to store shelves, allowing shoppers to pick up games and read the boxes without asking for assistance from store staff.

Target also increased the amount of space it gives over to games by 30%. And the new, more comfortable aisles are substantially lower, allowing customers to browse games without feeling like they’re trapped in a glass cage.

Target caters to “moms who are shopping for their families,” Schindele says. But he’s also after “gamers who enjoy shopping at Target as a one-stop shop.”

A new color-coding system was implemented to help moms figure out which platform they’re shopping for. Games have also been broken out into new releases and genre categories.

The majority of Target stores have also added “Learning Centers,” 40-inch high-definition touch-screen monitors on which customers can read reviews and sort games by ESRB ratings.

For the hardcore, Schindele says Target has expanded its product selection to include “all the top new game releases.” The retailer has also instituted a reservation program: One dollar down earns shoppers a $5 gift card when they pick up their pre-ordered game.

Image courtesy Target

This post has been written by Gus Mastrapa on July 28, 2010 2:10 pm couresy of blog.wired.com/games.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s