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Toys"R"Us unveils its holiday marketing plans

Free online layaway, an enhanced loyalty program are among the new strategies for the toy retailer.

September 10, 2014

Toys"R"Us today lifted the curtain on its plans for the 2014 holiday season at a special preview event in New York City. Hank Mullany, President, Toys"R"Us, U.S., discussed steps the company has taken during the first half of the year to prepare its stores nationwide for the busy shopping season ahead, including building its leadership team, successfully concluding its inventory clearance event to make way for new holiday products, significantly improving its in-stock position, strengthening customer relationships with enhanced service offerings and redeploying capital for store maintenance.

Among the strategies mentioned in the event:

• The new Rewards"R"Us loyalty program, which gives shoppers a $5 credit for every $125 they spend
• The introduction of free online layaway
• "Here's What's Hot," "Gift Express" and "Top Gift" merchandising areas
• A curated online gift finder

"We are pleased with our progress and the foundational improvements we've made to the business in preparing for the busy months ahead," said Mullany. "Our focus at Toys"R"Us for the 2014 holiday season is to make it easy for customers to shop with us both in-store and online. At the same time, we will clearly demonstrate our toy category leadership through our broad product assortment, by having hot toys in-stock when customers want them, and leveraging the expertise of our employees in helping gift-givers select the right toy for the child on their list."