Marketing Tactics

Toys "R" Us is doubling down on its new brand positioning, “Today We Play.”   The retailer announced it has begun testing an augmented reality app, called Play Chaser, in 23 stores nationwide, with a chainwide roll-out planned for Oct. 21. Developed in partnership with PlayFusion, the free app allows users to activate different AR mini games and play experiences on their smart device while in Toys "R" Us stores.   

RYU Apparel is coming to the Big Apple.   RYU (Respect Your Universe) announced plans to open a store in in the hip Williamsburg section of Brooklyn. The 2,800-sq.-ft. store, the brand's first in the U.S., will open in the first quarter of 2018.  

A new Alexa skill is helping Perry Ellis’ customers dress for any occasion.   The menswear brand is assisting its shoppers with the “Ask Perry Ellis” Amazon Alexa skill. Called the first-of-its-kind, voice-activated skill, the technology supports a modern, frictionless shopping experience that enables customers to use their voice to find the right look, and shop for merchandise.   

The acquisition of TaskRabbit allows Ikea to efficiently remove one key barrier (the dislike of furniture assembly) for a segment of customers that have until this point avoided Ikea.  

Walmart is about to debut a new initiative to bolster its defenses against its biggest rival.   The discounter's Jet.com site is launching a higher-end private-label brand of household and grocery essentials. The new brand, called Uniquely J, will launch in the coming months with a curated selection of products that include such essentials as coffee, olive oil, laundry detergent, paper towels, and more. Additional items will be added.    

Walmart is allocating more funds to hurricane relief.    The discount giant announced that it will donate another $5 million in support of Hurricane Maria relief. This is in addition to its previous commitment of $35 million in response to Hurricanes Harvey and Irma.  

Unfazed by store closures, shoppers plan to get most of their holiday shopping done in-store this year.    Nearly three-quarters of consumers (71%) plan to do the majority of their holiday shopping in physical stores — the same percentage from a similar poll a year ago. Additionally, the vast majority (88%) plan to at least visit stores this holiday season.  

The nation's largest toy retailer wants everyone to take some time out to play.    Toys "R" Us announced that, this fall, it is launching "play labs" at 42 stores where kids (and parents) can play with some of the season's hottest toys. The retailer said that adults can use the lab to test the items on kids' holiday lists to check for age appropriateness before they make a purchase.