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After Walmart (WMT) announced home theater and other installation services in 2009, fellow retailer Target (TGT) will now be doing the same. Mostly, Target wants to be the retailer of choice for flat-panel televisions and grab installation services in that arena as well. Target's new install service will be provided by Zip Express Installation, and most likely won't affect Target in any way, shape or form.
Have you been into a Target or SuperTarget recently? The flat-panel television lineup and merchandising is absolutely atrocious compared to retailers like Walmart (which has stepped up its game considerably in consumer electronics), Best Buy (BBY) and even wholesale retailers like Costco Wholesale (COST). Is Target just playing the "me too" game or does it really think having this installation service will make those considering a flat-panel television flock to its doors?
This isn't a competitive offering -- the competitors already do this. Target is late to the game and there is zero competitive advantage here. It's needed from Target, that is for sure. But it's not innovative and, from looking at the offering, as boring as its flat-panel merchandising strategy. If Target wants to make a dent in flat-panel television retailing, this isn't it. If Target is serious, offer television installation at half the cost of the other guys and promote it like crazy in-store, in flyers and even in television advertising.
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