Target tests omnichannel waters in Bay Area

NEW YORK — Target is the latest retailer heading to the Silicon Valley to develop its omnichannel business.

The mass merchandise retailer announced the opening of a new office in San Francisco that will allow it to work with technology companies in the area to create new digital and mobile shopping programs.

"The San Francisco office for Target is really part of a broader ecosystem of innovation," office director David Newman said. "For us, it's really, 'How do we get further ahead of some of the emerging technologies? How do we find those things that are just starting to be funded by the venture capital community?'"

According to Reuters, some of the new initiatives include "augmented reality," where shoppers can use smartphone cameras to get a digital view of store aisles.