How Toys "R" Us is Transforming the Customer Experience

Contributor: Zarina de Ruiter
Posted: 05/04/2015
How Toys "R" Us is Transforming the Customer Experience
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The retailer has provided a strategic update on the 'Tru Transformation' programme, which includes improving the CX in-store and online.

A year ago Toys "R" Us announced 'TRU Transformation', in which improving the customer experience in-store and online was listed as one of the four main foundational issues the company was tackling, along with making progress on changing price perception, putting disciplines back into inventory management, and right-sizing the cost structure on a global basis.

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Toys "R" implemented the following initiatives to become a customer-centric business:

  • cleaning up existing stores and improving in-store execution;
  • improving out-of-stocks and the speed of checkout;
  • solidifying customer relationships through strengthened loyalty and targeted marketing programmes;
  • improving price perception by developing a clear pricing strategy and simplifying promotional offers; and
  • optimizing the e-commerce experience by capitalizing on the online shopping growth and omni-channel integration with stores.


One year on the company announced a strategic update in which Antonio Urcelay, Chairman of the Board and Chief Executive Officer of Toys "R" Us, said: "Our strategy remains the same, but will evolve in 2015 as we continue to strengthen the foundation of the company in order to achieve sustainable growth in the future."

"We anticipate this will be another year of significant change and we will take aggressive steps in the months ahead to further right-size the cost structure of the business."


For their customer experience efforts this means that additional stores have been identified for investments in interior and exterior physical improvements.

The retailer is also placing a renewed focus on its Babies "R" Us business, in order to strengthen its specialist position in differentiated service, products and offerings.

In advancing its goal to become a more customer-centric business, consumer insights will be used to help guide the company in making service and selling improvements. And a deeper integration with its loyalty programme will be concentrated on to drive more special occasion visits year-round.

Customer Experience Exchange for Retail
cxeretail.jpgThe Exchange will bring together 80 C-level & VPs/Directors of Customer Experience, Marketing and eCommerce from Fortune 500 retailers in London in July to meet, discuss and share best practice to improve the future of retail customer experience. Visit the website to learn more.
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Contributor: Zarina de Ruiter