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Target Launches Baby Experience Program in Chicago

September 20, 2013

Target has launched an enhanced baby experience program in 10 existing Chicago-area stores. The test program aims to create a “more compelling shopping experience” through a redesigned layout, knowledgeable baby advisors, and interactive digital content and expert advice in partnership with leading parenting resource BabyCenter.

The redesigned layout allows guests to interact with products through lowered displays. Additionally, a baby advisor provides shoppers with personalized and unbiased information about all baby products offered at Target. The Baby Advisors also offer assistance through in-store iPads to help guests navigate Target’s full assortment online, offering an “extended aisle” for access to additional items and information like product reviews.

Baby Advisors are available Monday-Friday 1-8 p.m.; Saturday 11 a.m.-7 p.m. and Sunday 11 a.m.-6 p.m. No appointment is necessary.  

“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,” explained Mary-Farrell Tarbox, Target's group vice president of stores in the Chicago region. “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.”

Target’s store brand everyday baby care products, such as diapers, are found under the Up & Up brand. Nursery items, clothing, baby personal care and gear can also be found under Target’s exclusive brands Circo and Just One You by Carter’s.