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Target launches 'baby experience program' in select Chicago stores

September 19, 2013

Target announced this week the launch of an enhanced baby experience program in 10 existing Chicago-area stores.

The test program aims to create a more compelling shopping experience — with an emphasis on in-store service — through a redesigned layout, the service of Baby Advisors and interactive digital content and expert advice in partnership with the parenting resource BabyCenter, the announcement said.

Tapping into the growing consumer demand for personalized service, the Baby Advisor is said to offer unbiased information about all baby products sold in the store. The advisors are equipped with iPads to bring an endless-aisle service to customers looking for additional items or product reviews.

"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," said 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."

Read more about customer experience.