Toys ‘R’ Us holiday strategy includes online and in-store enhancements
New York -- With just 105 shopping days left until Christmas (as of Sept. 10), Toys “R” Us outlined its holiday strategy at a preview event in New York City. Among the highlights: free online layaway, enhanced loyalty program, improved online and in-store checkout, and two new in-store shops.
“Our focus at Toys “R” Us for the 2014 holiday season is to make it easy for customers to shop with us, both in-store and online,” said Hank Mullany, president, Toys “R” Us, U.S.
With an eye to expanding its omnichannel capabilities, Toys “R” Us is in a pilot with Google’s Shopping Express offering shoppers same-day delivery in four markets, with New York and Los Angeles added most recently. It’s also expanded in-store pick-up service to more countries and added shipping from stores to 14 countries including China.
The company is introducing free online holiday layaway for both Toys “R” Us and Babies “R” Us. Customers can create and manage their layaway orders online, making payments in the store or online. They can choose to pick up the order in the store or have it delivered to their home.
Mullany said the company has also made significant improvements to its online checkout process in time for holiday shopping, and will be launching a new, curated online gift finder. It also has enhanced its in-store pick up option.
In-Store: On the brick-and-mortar front, Toys “R” Us is launching two new shops, both with upfront locations. The “Here’s What’s Hot” shop showcases hot new products and top trending products. The “Gift Express” shop offers a curated grab-and-go assortment of top items priced for $30 or less, along with gift bags.
The company has improved checkout transaction time and is also rolling out new navigational signage in Toys “R” Us stores nationwide, which includes an upfront welcome map highlighting category locations and large overhead aisle signage identifying major product categories and brands. Additional wayfinding signage are located at aisle entry points and within each aisle.
“We’re taking a thoughtful and layered approach to help customers find what they want easy and fast,” Mullany said.
Rewards: The retailer is enhancing its Rewards “R” Us loyalty program, whose 18 million members are responsible for 70% of sales. Customers can now earn more rewards. For every $125 spent, members will receive $5 in rewards, with the reward doubled if a company credit card is used. The retailer also is making it easier to redeem rewards, and will offer members special “partnership perks.”
Toys “R” Us has been working to position the company for long-term growth through its “TRU Transformation” strategy, which includes a focus on transforming the customer experience, in-store and on-line. Its efforts have begun to bear fruit. The chain is coming off two consecutive quarters of positive store-sales.