Target bringing in startups to find innovative products

Target Corp. is tapping into the startup community in San Francisco and the Silicon Valley to gain a merchandising edge.



The retailer is launching a series of “Demo Days” aimed at discovering interesting new “smart” products from startup companies. The program kicked off on Feb. 23, with Target inviting 12 startups to its office near Silicon Valley to pitch “smart baby” products. Each company had 20 minutes to showcase its products and receive real-time feedback from Target.



The product lineup included everything from smart baby monitors to smart health products. Demo days for style, wellness, kids, home and pets are also in the works.



“We know that being new parents is an exciting time but can also be daunting, and our goal is to come alongside them on the journey through parenthood,” Amanda Nusz, VP of Kids and Baby at Target, said in a blog on the company’s website. “Hearing firsthand from startups allowed us to discover new products that ultimately will give our guests peace of mind and make their lives easier.”



Target said it has been using its San Francisco innovation team and “Open House” concept store in San Francisco as a pipeline to bring more connected or smart products into its stores. As an example, it cited a tiny Bluetooth tracker, called Tile, that finds everyday items in seconds. The product was an instant best-seller at Open House and now is available in all Target locations.



“Being in San Francisco, my team can find innovative technologies and meet with startups, then connect them with the buyers in Minneapolis to make things happen,” stated Gene Han, VP of Consumer Internet of Things and head of Target’s innovation office.



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