Toys R Us in digital retail makeover

Argha Sen, head of marketing and CRM, Toys R Us Asia, said the store would re-open in time for the summer holidays, a peak toy shopping season. “Hong Kong consumers are sophisticated and well- travelled and they are also spoiled for choice. It is a competitive market, as Hong Kong has one of the lowest birth rates in the world and we still have competition with other department stores such as Sogo and Jusco, as well as other specialisist toy retailers like Toys Clubs and Bumps to Babes,” he said.

Toys R Us is promoting the revamp through direct mail, print, catalogues, email, website, instore, events and the media. While much of the revamp was handled inhouse, the store also worked with Hydrogen. Meanwhile, MEC handled media buying for the advertising campaign.