Dive Brief:
- In a special event held at its Times Square location in New York City, toy retailer Toys R Us announced changes to its loyalty program and store design.
- The retailer's loyalty program -- with 18 million shoppers that make up 70% of U.S. sales -- will be revamped, with extra rewards and promotions for members.
- Stores will also be redesigned with new displays including gift inspirations and toys under $30, and new in-aisle signage.
Dive Insight:
Toys R Us has faired pretty well in the most recent quarter, despite rising competition from Amazon and big box stores like Wal-Mart and Target. Its Q2 earnings showed increased net sales and same-store growth, a rebound from two years of decreasing sales. Eyes will be on the retailer to see if these new promotions can help the retailer succeed during the critical holiday season.