Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 10 pages
Data source: Published sources
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Abstract
In October 2019, Target Corporation (Target) and Tru Kids Brands (Tru Kids), a proud parent of Toys'R'Us, Babies'R'Us, and Geoffrey brands, decided to forge a partnership which would support the new online (ToysRUs.com) and in-store Toys'R'Us shopping experiences in the US market. Under the alliance, shoppers on the relaunched Toys'R'Us website would be redirected towards Target.com to complete their online purchases. In addition to this, the mass retailer, Target, would also handle the digital sales at the new Toys'R'Us' experiential stores. With the relaunch strategy, Toys'R'Us' omnichannel customers would be able to leverage Target's services such as 'same-day delivery with Shipt, Target Circle loyalty benefits, and in-store returns of online purchases'. The deal would allow Toys'R'Us to once again have an online presence and at the same time bolster Target's already-strong toy business ahead of the upcoming holiday season. While Target and Toys'R'Us both seemed to gain from their new omnichannel fulfillment collaboration, it remained to be seen if the move was a big win for Target's toy business. Would this partnership enable Target to gain an edge over Walmart and Amazon in the growing toys segment? Would the combined capabilities of both the entities drive new growth and dominate the US toy market?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Time period
The events covered by this case took place in 2019.Geographical setting
Region:
Americas
Country:
United States
Featured companies
Target Corporation
Employees:
10000+
Turnover:
USD 75.4 billion (2018)
Type:
Public company
Industry:
Global retail market
Tru Kids Brands
Employees:
1001-5000
Type:
Self-owned
Industry:
Toy industry
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources
About
Abstract
In October 2019, Target Corporation (Target) and Tru Kids Brands (Tru Kids), a proud parent of Toys'R'Us, Babies'R'Us, and Geoffrey brands, decided to forge a partnership which would support the new online (ToysRUs.com) and in-store Toys'R'Us shopping experiences in the US market. Under the alliance, shoppers on the relaunched Toys'R'Us website would be redirected towards Target.com to complete their online purchases. In addition to this, the mass retailer, Target, would also handle the digital sales at the new Toys'R'Us' experiential stores. With the relaunch strategy, Toys'R'Us' omnichannel customers would be able to leverage Target's services such as 'same-day delivery with Shipt, Target Circle loyalty benefits, and in-store returns of online purchases'. The deal would allow Toys'R'Us to once again have an online presence and at the same time bolster Target's already-strong toy business ahead of the upcoming holiday season. While Target and Toys'R'Us both seemed to gain from their new omnichannel fulfillment collaboration, it remained to be seen if the move was a big win for Target's toy business. Would this partnership enable Target to gain an edge over Walmart and Amazon in the growing toys segment? Would the combined capabilities of both the entities drive new growth and dominate the US toy market?
Teaching and learning
This item is suitable for undergraduate, postgraduate and executive education courses.Settings
Time period
The events covered by this case took place in 2019.Geographical setting
Region:
Americas
Country:
United States
Featured companies
Target Corporation
Employees:
10000+
Turnover:
USD 75.4 billion (2018)
Type:
Public company
Industry:
Global retail market
Tru Kids Brands
Employees:
1001-5000
Type:
Self-owned
Industry:
Toy industry
Related
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources