Kids´R
Us
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This national retailer (a division of the Toys 'R Us chain) has over 700 stores in the U.S. Recent sales have been sluggish as large discounters (Walmart, Target) have entered this arena. Additionally, Internet brands such as e-toys have aggressively marketed themselves. The Insight Group worked with Kids 'R Us to create a unique brand personality that could effectively position Kids 'R Us as a one-stop shopping experience that had everything a mother would need for her kids. We emphasized Kids' extensive apparel selection, with styles that kids loved and prices that Moms loved. The Insight Group conducted research in five geographically dispersed markets; our research resulted in changes throughout the chain: in operations, pricing, merchandise selection, promotions, customer service, training, store layout, advertising, direct mail, etc. Based on our research, Kids 'R Us is about to launch a major new branding effort. |
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