Toys”R”Us in a Digital World

By Elizabeth Brown

Target AudienceParents of children in age groups of under 5 years

old and 5-12 year olds.Unique selling proposition – discounts.Mothers of babies and children through child

safety campaigns.

Internet MarketingToys”R”Us can focus on promoting different toys

and deals across media platforms – email, website, newsletter.

Toys”R”Us websites can share “spotlight stories” of children with different toys, activities, etc.

Social Media PresenceThe brand’s strongest social media presence is on

Facebook – with 4.1 million page likes.Customer’s share feedback, stories or other

responses about products and activities by the store.

Sharing these stories, pictures and videos are a great way to promote the store because they are engaging and get a wide range of responses.

https://www.sprinklr.com/the-way/how-toysrus-uses-social/

Improving Social MediaA social media manager could reach out and

answer parents comments, questions or complaints.

Customer’s trust in the brand increases when their opinions and comments are answered and validated.

When I make a comment or question to a brand, I expect to at least be contacted back.

Differentiating contentContent including featured toys, deals, videos,

etc. should be different across social media platforms.

Toys”R”Us often has some overlap of repeated information on social media platforms such as Facebook, Twitter, Instagram and YouTube.

If the information is more different, less people are likely to unfollow the channel.

Mobile PresenceMobile shopping and browsing

has greatly increased due to shopping applications available on smart phones, etc.

Move helpful pages such as “Recommended for you” and “Trending now” pages to the top of the screen for mobile platforms.

Create additional applications based on age and location.

http://www.toysrusinc.com/about-us/r-digital-presence/

Measuring Web EffectivenessI recommend that Toys”R”Us send out user

surveys and post links to them on the main webpage.

The brand can use these surveys to determine the good and bad of the company, new trends and further drive sales.

Clickstream and key performance indicators.

Search Engine OptimizationHeavy content on each social media page, such as

videos, should be limited.Toys”R”Us should monitor the number of clicks to

see which webpages are receiving the highest engagement.

Watch other types of accounts consumers follow and reach them through interest surveys.

BudgetDigital marketing budget = $8,060,000 per year.

Based off the 12.4 billion total annual revenue.The budget allots for the costs relating to the

development of the other mobile shopping application.

http://www.toysrusinc.com/press-room/releases/financial/2015/toysrus-inc.-reports-results-for-full-year-and-fourth-quarter-of/