Sears, Target Get 'Smart'

Sears and Target have looked into the future (a future that some would say is already here) of residential living, and it’s “connected.” The two retailers have both opened spaces that showcase the concept of the connected home — a house where, put simply, appliances and accessories come with digital sensors that connect to the Internet and can be controlled from anywhere via a smartphone.



These so-called “smart” devices span a range of categories, from washers and refrigerators to safety and security systems to thermostats, lighting and entertainment systems.



The market for smart-home technologies is expected to explode going forward. According to projections by research firm Strategy Analytics, U.S. smart home revenues are expected to double by 2019, hitting $39 billion. Whether at home, at work or on vacation, consumers will control and automate just about every device within the home.



Here’s how Sears and Target are tapping into the burgeoning market:



SEARS: Sears’ determination to take a leading-edge position is reflected in the opening of its “Connected Solutions” flagship. The 4,000-sq.-ft. space couldn’t be in a better location: The Shops at Tanforan in San Bruno, California, the heart of the Silicon Valley.



The store is intended to simplify the way people shop for their connected homes. To that end, it is set up like one. Shoppers move through connected rooms, interacting with smart products in seven different lifestyle vignettes, including a living room, bathroom, kitchen, nursery, fitness room, outdoor area and garage. Employees are on hand to demonstrate products designed for each individual space.



The flagship features one of the largest cross-category selections of smart technology products in retail, with more than 100 smart-home gadgets on display, from video doorbells to Internet-connected garage door openers. The space will also be used for demo days, start-up pitches and customer workshops.



The flagship, which follows on the heels of three smaller Connected Solutions stores in the Chicago area, is only a part of Sears’ efforts. Nationally, the chain is expanding its assortment of smart technology home products into 200 Sears stores nationwide.



TARGET: Located in the Metreon Center in San Francisco, the 3,500-sq.-ft. Target Open House is part retail store, part lab and part meeting venue.



Open House sells about 35 sensor-laden “smart” home devices. One side of the space has products mounted on custom interactive displays that activate when someone draws near. The other side is designed as a transparent, acrylic “house” with a series of vignettes, including a living room and bedroom, that demonstrate how multiple connected smart devices can seamlessly work together in real-life scenarios.



But that’s not all. Target is also using the space to host regular meetings — from tech talks and meet-ups to product demos and product launches.