Target expands Blu-ray space for hardware, software
Move a response to customer demand
By Susanne Ault -- Video Business, 10/15/2008
OCT. 15 | Target has significantly stepped up its Blu-ray Disc software and hardware merchandising, as it responds to rising customer demand for the format.
Starting in July, the chain reconfigured its home entertainment sections, granting Blu-ray titles 18 feet of in-rack display space. For two Los Angeles-area stores, that amounts to room for 150 title facings, marking a 67% jump from these same outlets’ disc slots in May.
Additionally, Target is now selling three Blu-ray set-tops in stores, including the October bow of the Olevia BD-110. Aggressively priced between $229 and $250 at several Target stores, the Profile 1.1 player is not Web-enabled but handles picture-in-picture interactivity. It is being offered at Target exclusively.
The Olevia should be competitive with Best Buy’s exclusive Insignia picture-in-picture player, currently being sold at $229. Additionally, the Olevia sets a new low-price record for a Blu-ray player launch. It dips below the Memorex’s $269 MVBD2510, which last held that honor when it rolled out to retail in September.
Target also is selling Philips and Sony set-tops, plus the PlayStation 3.
When the chain introduced Blu-ray set-tops in October, it was only selling Sony’s BDP-S300 in stores. That model has since been replaced with Sony’s $299 BD Live-ready BDP-S350.
“Our goal is to create a fun, intuitive shopping environment where our guests will find all of their wants and needs under one roof,” Target spokesman Joshua Thomas said. “Our guests are becoming increasingly interested in high-definition, and we are committed to providing them with a great assortment of the industry’s best solutions.”
Some Target stores also have installed a second Blu-ray demonstration area within stores. Along with the previously placed Sony Blu-ray player demo within Target’s DVD hardware section, there is now a demo within its software disc aisles.
