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Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

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Why the 'omni-shopper experience' is so important

Previously loyal Toys'R'Us shoppers still up for grabs

The study, entitled "Toys'R'Us and Babies'R'Us Shopper Survey Findings", noted that there were millions of previously loyal Toys'R'Us shoppers still "up for grabs" during the 2018 holiday shopping season.

"This shopper insights demonstrate the critical importance of a seamless offline and online shopper journey for retailers looking to gain market share in the wake of these retail giant bankruptcies," said Jaysen Gillespie, Criteo, VP, Head of Analytics and Insights. "For both holiday and everyday purchases, shoppers rely on digital channels for convenience but still crave in-store experiences with their families, especially when searching for the perfect toy. Brands that can offer both will have a significant advantage among competitors."

Additional findings from the study included:

1. Digital Players Poised to Take Market-Share
   In aggregate, Amazon is the first choice for Toys'R'Us & Babies'R'Us shoppers to use as a replacement for toy and baby products, followed closely by Walmart and then Target (in the US). However, factors such as household income and Amazon Prime membership are correlated with consumer preferences for a replacement retailer.
2. Bricks-and-Mortar is Not Dead
   59% of Toys'R'Us & Babies'R'Us shoppers confirmed they made purchases within physical stores and indicated the importance of a positive in-store experience.
3. Convenience is Key
   Two out of three Toys'R'Us & Babies'R'Us shoppers used to have a store within 20 minutes from their home. For convenience-oriented shoppers, Walmart and Target were chosen by a whopping 78% of respondents as their preferred replacement retailer. Conversely, for the 55% of respondents who don't care about location, Amazon was the winning choice.
4. App Purchases Drive Competitiveness
   The majority of shoppers (59% for Toys'R'Us and 73% for Babies'R'Us) also indicated that they are "interested" or "very interested" in buying via the app of their preferred replacement retailer. App-forward retailers are therefore likely to drive a competitive advantage over app-averse or app-neutral retailers.
5. Retailer Selection is Driven by Shopper Demographics
   41% of lower income Toys'R'Us & Babies'R'Us shoppers would choose Walmart as their new retailer of choice, while the Target-preferring cohort over-indexed on higher-income shoppers.
6. Consumers Expect a Broad Product Selection
   Retailers in line to capture Toys'R'Us market share need to focus on inventory. A majority of respondents confirmed that at least 60% of their shopping needs for toys and baby products were met at Toys'R'Us & Babies'R'Us - reducing the friction of having to visit multiple stores or websites.

"One of the great joys of shopping at Toys'R'Us & Babies'R'Us was the incredible level of assortment that would expand the planned holiday purchase," said Amy Lanzi, EVP, North America Commerce Practice Lead at Publicis Media. "Target and Walmart are working hard to create meaningful experiences that encourage basket-building discovery moments at their stores, and online, that fit the varied price and convenience expectations of today's holiday shoppers."

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

The Marketing Operations Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market.

Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Operations Playbook at your side, you'll gain to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)