Listen: Bringing Brick And Mortar Stores Into The Digital Age

After disappointing sales, Toys “R” Us is looking to close 182 US stores. After filing for bankruptcy in September of last year, CEO Dave Brandon said, “[this] will provide us with greater financial flexibility … and strengthen our competitive position in an increasingly challenging and rapidly changing retail marketplace…” However, the retailer has struggled with stepping into the online shopping space, and their lack of commitment has shown its effects after the 2017 holiday season. According to a case study by Kantar called Retail in Motion, projections for the online share of toy sales will go from 19% in 2016 to 28% in 2021. With the shift to toy sales being online, Toys “R” Us will need to meet their customers expectations such as free and fast shipping and ordering online. One solution, to bring Toys “R” Us back into competition, would be to use their brick-and-mortar locations as fulfillment centers similar to how retailers like Best Buy and B&H Photo have adapted to the trends of online shopping.