Toy retailer Toys “R” Us Australia is launching a new website focused on selling hard-to-stock outdoor products in time for the summer sales rush.
Around 6.7 million or 38 per cent of Australians bought a product or service online in the last 12 months, according to a recent Roy Morgan report.
Targeting mums with kids aged four to 12 – the majority who live within 15 kilometres of a store – Toys “R” Us aims to expand its customer base and capitalise on the growing number of Australians shopping online.
Going live 1 October, the first phase of the site will focus on the sale of about 100 outdoor product lines in high demand over the summer months such as pools, slides, and bikes. The site also features an online catalogue, gift cards and a VIP program.
“The digital solution fulfils a key business need to free up in-store floor space and provides a richer shopping experience for big outdoor products that can’t be displayed in-store,” said Peter Noble, CEO of digital marketing agency Citrus that’s revamping the website to create a highly profitable sales channel.
“While Toys “R” Us has previously focused heavily on catalogue marketing – they shift tens of millions of catalogues annually – their investment in digital has the potential to build relationships between the brand and a massively untapped market,” he said.
Citrus will also advise on Toys “R” Us’ CRM platform, collecting consumer insight data through the site and tailoring CRM activity to customer behaviour. The digital push will also be supported by promotions in catalogues.
Toys “R” Us has more than 30 stores across Australia.