Part 4: Alternative Channel for Toys R Us
Alternative channel is a kind of growth strategy which can pursue consumers in a
different ways. By analyzing the operation of Toys R Us, it’s better for them to change
their operation ways to attract more customers. Besides online shopping, Toys R Us
should also focusing on the development of offline operation. One of the way for Toys
R Us to develop their offline operation is setting experience stores.
According to John (2011), “Experiential marketing is a way to engage your
consumers with your product, allowing them to “experience” your product, utilizing
as many senses as possible. In this day and age, consumers are skeptical of the
“traditional advertising” methods, such as radio and TV, preferring to experience the
product or service firsthand, in the context of how they would use the product in their
everyday lives.” Nowadays, experience marketing is becoming increasingly important.
Consumers need to feel the products before they want to buy them. During the
process of feeling the products, it will have a connection between consumers and
brands. Most importantly, once a consumer experiences the product, there is a
possibility to increase the company’s word–of–month referrals. Thus it can be seen
that it is quite important for a firm to build such a connection to consumers.
Based on the social and market situation in China, two following reasons about
why Toys R Us should set experience stores are given,
