Research Driven Format Strategy

Toys “R” Us was seeing an erosion of market share from major competitors. To stem the tide, the company tested several new format that combined children’s toys and baby products. On-the-ground research teams tracked the entire shopping experience of over 3000 customers, surveyed 200+ customers, and shadowed and interviewed 50+ employees using advanced video and analytics. Assessment of the new formats that highlighted their strengths and weakness compared to the traditional formats was shown. Recently, the company’s CEO has been praised for fending off competitors and maintaining profitability throughout the consumer slump, with particular nods given to the implementation of a daring, yet successful new-format strategy.

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