Target preps connected mHealth consumer in-store offering

Retailer Target is prepping a connected healthcare initiative to launch in May at 550 of its nearly 1,800 locations.

A new "Connected Care" section will open in the pharmacy section of Target stores and will feature 14 medical-grade devices, including blood pressure and pain management tools, all which can connect to a smartphone to let customers check vital signs and share wellness data, according to a report.

"We're constantly looking for opportunities to evolve our assortment and shopping experience to meet the changing needs of our guests," a Target spokeswoman told, which reported the retailer has highlighted wellness as one of four prime merchandising strategies.

In late 2015, Target sold its pharmacy business to CVS Health, which is forging ahead on digital health tools. Earlier this year, CVS' Chief Digital Officer Brian Tilzer said the focus is a "connected" health experience that saves customers time and money and boosts personal health.

Just months prior to the Target deal, CVS Health announced several digital tools for easier and more efficient health management and the integration of its pharmacy mobile app with Apple Watch.

Target's spokeswoman told the new mHealth pilot reflects consumer expectations. "We know our guests are increasingly interested in these types of products, and will evaluate future growth plans based on their feedback and sales results," she said.

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