“If Macy’s ultimately maintains this store-within-a-store past holiday shopping timing, there will need to be a big-picture vision for the future of this partnership,” Minkow says.
Melissa Minkow, director of retail strategy at ecommerce technology vendor CI&T, says the Macy’s and Toys R Us partnership “strategically leverages consumers’ desires for experiential in-store retail,” but is skeptical about whether it will produce long-term results. According to Digital Commerce 360 data, sales for the 50 toy and hobby e-retailers ranked in the 2022 Digital Commerce 3 rose 19.3% in 2021, compared with 15.7% for the whole Top 1000. It’s also diving deeper into an online category that grew a bit faster last year than overall ecommerce. What’s the long-term vision?īy working with Toys R Us, Macy’s is betting its toy selection will bring shoppers into stores. Macy’s makes the same toy selection available at /toysrus. When shoppers go to a product detail page on and click “Buy Now,” the site redirects them to purchase from . Macy’s also owns the Bloomingdale’s department store chain and the Bluemercury cosmetics brand. Macy’s, with 511 locations, is the largest retail brand owned by Macy’s Inc.
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Strategy Insights: Fulfillment-model changes that benefit both buyers and sellersĢ022 Accelerating B2B Ecommerce in ManufacturingĮnvisionB2B I a Digital Commerce 360 EventĪug 9 I 5 Critical Website Fixes Retailers Need to Make Before Black FridayĪug 16 I Best Practices For Delivering A Great Streaming eCommerce ExperienceĪug 18 I How to make shopping easy for good customers while blocking fraudsters Strategy Insights: 8th Annual Retail Marketing Survey The customer response to our partnership with Toys“R”Us has been incredible and our toy business has seen tremendous growth.”įor more information on Toys“R”Us, check out /toysrus, ToysRUs.Ecommerce Effect: Russia-Ukraine Conflict “We hope Toys”R”Us kids of all ages discover the joy of exploration and play within our shops and families create special memories together.
“Macy’s cannot wait to bring the Toys“R”Us experience to life in our stores,” said Nata Dvir, Macy’s chief merchandising officer. In Macy’s reported earnings for the first quarter of 2022, toy sales were 15x higher than the comparable period prior to the Toys”R”Us partnership. Since last August, Macy’s customers have shopped the expansive assortment of Toys“R”Us products online exclusively at /toysrus and, powered by Macy’s digital and fulfillment ecosystem. To celebrate the openings, all Macy’s stores will host nine days of in-store events, beginning October 15 through October 23, which will include family friendly activities and daily giveaways from brands like Barbie ®, LEGO ® and more. The Toys“R”Us shops will also feature a life-size “Geoffrey on a Bench” photo opportunity for families. The Toys“R”Us brand will come to life in-store with playful colored fixtures as well as hands-on demonstration tables for customers to interact with various toy assortments.