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ToysRus ... Great Products... Poor Service

I was very sad to hear that ToysRus are in administration and (given their reported debts) will almost certainly close forever.

I have over 25 years of providing service delivery and generating positive customer experiences and I predicted this years ago.

As a consumer (with a 4 year old boy) I frequently visited the Warrington store. For years I have been commenting to the misses about the lack of atmosphere in the place, so this was not a surprise at all.

It's just a toy warehouse instead of a place of wonder and excitement for the kids. The buying experience is no better than buying online apart from being able to touch the toys and take them home now... but that's not good enough.

Most stores have significant space and could easily accommodate a cafe, kids fun/play area and even a small themed events area. These may not be core business to them (as box-shifters) but it would differentiate them from Smyths and other toy stores and would generate significant footfall.

During the weekdays their stores are pretty dead, so why not engage with local parent groups and invite them in for play sessions maybe with a guest appearance of a toy/cartoon character... kids love this and it's a great photo opp which would be posted on social media... free advertising & store endorsement. Hold informative sessions for expectant parents to demonstrate helpful techniques and how some of their products could actually make parenting tasks easier ....

Most retailers will only survive if they 'stay awake' and provide a positive experience for the consumer. In most cases they can get the products elsewhere, often cheaper than the stores, so you have to provide something different that you just cannot get online or with your competitors.

ToysRus had the perfect customer profiles to easily do this ... opportunities missed lead to their unfortunate demise.

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Address:  The Base - Dallam Lane - Stadium Quarter - Warrington - WA2 7NG

Telephoner: 01925 544 999           Company Reg: 05066355    

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