The new business model for Toys R Us is more social influencer than retailer
The first two new concept Toys R Us stores are scheduled to open in New Jersey and Texas in November.The latest Toys R Us news – the announcement that any time it sells something online or in its new pilot stores, Target and Target.com, not Toys R Us, will be making the sale – made the new reality of Toys R Us hit home.The new Toys R Us business model is more social influencer than retailer.
With the Target deal, their long-term game plan becomes clearer. Let others have the headaches of running stores or fulfilling online orders , is what they appear to be saying. We’ll get paid, they figure, if our name brings customers in the door, or to a website that leads to a sale. Target also will fulfill any online purchases made at the two pilot stores scheduled to open next month. The b8ta model, as displayed in its existing stores, is showrooms that introduce consumers to brands, often with the ultimate goal being an online, rather than in-store, purchase.
The Toys R Us website, despite not offering anything for sale since mid-2018 until it was relaunched Tuesday, still draws a large amount of traffic, Zahn said. But it remains to be seen how much click-through traffic it will drive to Target.
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