Target offering Web customers installation services

NEW YORK, July 31 (Reuters) - Discount retailer Target Corp (TGT.N) is offering shoppers who buy consumer electronics on its website the option to purchase home installation services.

Target began offering the services, which include next-day home theater and TV installation, on Tuesday. It is offering the services through a third party called Zip Express, said Target spokeswoman Susan Giesen.

"If you get a TV and you don't have a way to install it, it obviously affects the satisfaction rate with that purchase," she said. "So we decided to get into offering installation packages online."

On Target's website, the services range in price from $99.99 for a high-definition TV connection kit to $499.99 for next-day home theater installation.

Consumer electronics retailers like Best Buy Co Inc (BBY.N) and Circuit City Stores Inc CC.N have been offering technology services as a way to differentiate themselves and cut down on the number of electronics, particularly flat-panel TVs, that are returned after customers get the gadgets home but cannot use them properly.

As part of a pilot program, Wal-Mart Stores Inc (WMT.N) is opening "Solution Stations" in a small number of its Dallas-area discount stores to offer technology services, like home theater installation and computer repair.

Wal-Mart's Sam's Club warehouse has launched a pilot program with computer repair services company Geeks on Call Holdings Inc (GOCH.OB) to offer technology services, including new computer set-up.

Target's Giesen said the partnership with Zip Express marks the first time that Target has offered installation services.

When asked if the retailer would also offer installation services to customers who buy electronics in its stores, she said: "Right now, we're only doing the online offering and we're evaluating from there." (Reporting by Nicole Maestri)