Toys ‘R Us
The TrendSight Group’s Marketing to Women Solution
- About the company: Toys“R“Us is the leading kids store for toys, video games, dolls, action figures, learning toys, building toys, baby & toddler toys, and more.
- Situation: The company needed in-store consumer experience suggestions and marketing to women guides.
- New moms and grandmothers were their primary customers.
- The company faced serious competitive threats from mass merchant channels.
- TSG’s Role:
- conducted GenderTrends Brand FlashBack™ to complete a competitive communications audit.
- Using the GenderTrends Market SnapShop™, conducted mystery shops for client and competitors.
- Recommended revisions to in-store experiences that followed the fundamental aspects of marketing to women.
- Guided changes to women-centered communication elements, including the annual “Big Book.”
- TSG participated in strategic planning for following year to ensure Toys”R”Us maintained its focus on marketing to women.