OT: Brandon vows to make Toys R Us experience "more fun"

Submitted by julesh on

In addition to closing 180 stores and combining more TRU and BRU stores, Brandon has said that Toys R Us will improve the in-store experience.

He also vowed to make locations easier to shop and more fun, by adding toy demonstrations and other experiences.

Sound familiar?

https://www.bloomberg.com/news/articles/2018-01-24/toys-r-us-to-shut-ab…

(Also, just a note to anyone who might be able to fix it, but site search is completely broken now. When do we get a new site?)

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UMxWolverines

January 24th, 2018 at 11:04 AM ^

Why? He's still an alum and still active doing things poorly in the business world. It's news...it's not a spousal breakup. Why do we need to "move on" from anybody fired here? People always feel the need to put the same comment in every Rich Rod thread, but don't seem to say the same for Tommy Amaker threads.

Joined: 03/01/2009

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maizenblue92

January 24th, 2018 at 8:39 AM ^

Yeah, I have no confidence in him pulling Toy'R'Us out of bankruptcy after reading that. After almost a year of business school I can tell you that article reads just like textbook word vomit. It looks like something us first years would say to sound smart because we hit all of the appropriate talking points when it comes to running a business and gaining market share.

Joined: 01/01/2009

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befuggled

January 24th, 2018 at 9:08 AM ^

How are they actually going to do that? It's fairly obvious to everyone that brick-and-mortar stores need to do something differently in order to compete, and making the experience enjoyable for customers (and particularly their kids) is one option. The execution here is what matters, and the article gives no details on their plans. Given his track record at Domino's and at Michigan, I'm skeptical.

Personally, I think he should make everone in the store dress up as clowns. Everybody loves clowns.

Joined: 07/01/2008

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bluinohio

January 24th, 2018 at 10:34 AM ^

It's unbelievable how many "smart people" don't get it. He can't relate to the average person who doesn't get million dollar bonuses for running things into the ground. It's always about pricing. If the prices are similar, then a more fun experience makes sense. In TRU's case, everything costs more. Doesn't matter how fun you make the store, if people can buy a product cheaper somewhere else that's what they'll do.

Joined: 08/24/2015

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trueblueintexas

January 24th, 2018 at 10:50 AM ^

Not neccessarily true. The real issue is providing something of value. Unfortunately, that is very difficult for a generic national chain.

They could transfomed the whole store into a children's play area. Give the kids a chance to play with new and different toys and provide an area for adults to relax and get a cup of coffee. They would have something which would attract parents looking for something to do during the day to chew up 2 - 4 hours of time and wear the kids out. 

In essence, purchasing the toys becomes the by-product of providing a unique play area expereince. 

That is not something Amazon can provide. The best part is, they would most likely be able to get the manufactures to pay for all of the toys used because no manufacturer would want to be left out of the play experience because that is the best advertising you can get. They could also charge a small fee simply to play which could also be applied to the purchase of a toy per visit. So, you make a little money simply having people walk in your store and you are not having to pay for the cost of the consumable to get them in the store.

Joined: 11/10/2008

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LSAClassOf2000

January 24th, 2018 at 8:53 AM ^

More fun? 

You mean looking at products that you can get for half the price elsewhere while banging into metal shelves and scuffing the leftover tile from a 1970s appliance store, meanwhile having to lecture your kids on basic economics, isn't fun? OK, so maybe that's just the location in Southgate...but still...

 

Joined: 01/07/2011

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Alumnus93

January 24th, 2018 at 10:00 AM ^

So is he gonna take all that money he stole, [cough], earned, and build a fun park on Camp David in Arizona???   Anything short of that, and he is nothing more than being part of the small criminal class of executives.

Joined: 09/10/2009

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Steve in PA

January 24th, 2018 at 10:05 AM ^

Brandon only hastened the demise. At Christmas time i drove by one during my work commute. The parking lot was never even half full but the dying mall next to it was showing life. DB found a way to keep it alive for a few years while sucking bonus checks out of it.

Joined: 08/10/2009

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Perkis-Size Me

January 24th, 2018 at 10:36 AM ^

Well I don't blame him for trying to make the experience more fun for customers. Brick and mortar stores have to do something before they get completely disemboweled by Amazon. If they haven't been already. It's not a bad idea, but the question is can he deliver? 

Given his experience at Domino's, and his spectacularly shit-tastic failure at running our Athletic Department, my money is on that he can't. Customers aren't wowed by gigantic noodles, Dave. 

Joined: 11/30/2011

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You Only Live Twice

January 24th, 2018 at 12:49 PM ^

Sorry to hear kids today won't be able to go.  It was a kid mecca.   Right down to all the candy and ice cream at checkout.  Yeah, I liked it too.

Going against the trend here - I won't buy anything from Amazon if it can be avoided.  I'd rather go to the store, see and touch what I'm going to buy, talk to people.  Or talk to myself.  As long as it gets me out of the house and moving.

Joined: 09/14/2013

MGoPoints: 9615

username

January 24th, 2018 at 3:22 PM ^

I was in a Toys R Us between Christmas and New Years a few weeks ago. I would argue this is prime time for retailers.

I went to pay for my item and was excited to see only one other person in line. But I then realized there was no cashiers at any of the registers. In a matter of minutes, another 4 or 5 people were in line behind me. Finally, after a legitimate 5 min wait, a cashier sauntered over and started checking people out.

I really want retail to survive and, in the not too distant future, I think many of us will regret how we have collectively obliterated much of the retail landscape. However, when you make the process painful for customers, I struggle to have any sympathy.

By contrast, I was in a Williams Sonoma right before Christmas. They were over staffed (in a good way), were giving away pumpkin waffles (incredible) and trying really hard to make it a pleasant and memorable experience.

The juxtaposition of the two experiences was probably a preview of the survivors and those that end up among the list of Borders, Circuit City, and Sports Authority. The thing about these other shuttered chains is they competed with online and big box, and at least one other similar chain. Toys R Us is the last of the national toy chains and they have really screwed up what should have been an advantageous position.

Joined: 10/31/2008

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URNotGuilty

January 24th, 2018 at 8:57 PM ^

I want to walk into a "more fun" Toys R Us, meet Geoffrey The Giraffe, and later learn Brandon is inside the Geoffrey outfit. I then plan to compliment Brandon on his Toys R Us Recovery plan: installing many many more $.25 riding horses in the front of the store, but charging $1 for each ride.

Joined: 12/13/2008

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