FEATURED PRODUCTS: iPod and iPod related accessories

MARKETING OBJECTIVE: With the introduction of the iPod players, the charge for Toys-R-Us to maximize iPod’s brand equity and the requirements of their marketing and merchandising emerged. Due to the iconic nature and power of iPod, the elements needed to reflect the consistent global message utilized in other channels. The objective was to blend and balance this message properly with the space and demographics of Toys-R-Us. 

DESIGN & ENGINEERING: The design maintained the consistency of the iPod tradition and balanced with the layout and key visual elements within the Toys-R-Us Electronics Department. This proposal provided a clean brand message with which consumers would associate. The extended goal was to capture a “one-stop shop” for all things iPod (music, accessories, music delivery systems). The lighted valances defined the department and were an integral piece of visual communication that cemented the category within Toys-R-Us. The materials selected needed to be consistent whether lighted or opaque which was unique due to the use of multiple substrates and components within the department. iPod logos and imagery worked collectively to provide a balance between the lure of the brand and the energy of the products. The key in engineering was three fold: Provide components that had the flexibility to meet store variations (9 total) Ensure that fixture installation could be executed in the 7’-12’ departments, by store associates, within a 24 hour period Display had the ability to be updated with future communication materials, SKU’s and graphic elements.

SHOPPER ENGAGEMENT: With most stores set using the 12’ display, the impact offered an instant draw to the department. The layout was designed to allow for easy recognition of the key product (iPod Players) with direct access to accessories and iTunes gift cards. This set provided an opportunity to instantly up-sell the shopper at the point of sale. Although no interactivity was used, a counter display with visual communication elements provided details on product specifications and style options. This unit was strategically placed on top of the display case so that shoppers could gain the knowledge needed to make an educated purchase. Through the use of custom display components and retail merchandising systems the various SKU’s were presented in a consistent uniformed manner that allowed for easy shopability and merchandising.

RETAIL EXPERIENCE: A provision for Toys-R-Us was to minimize prep & install hours. The use of existing store elements, gondola, shelving and merchandising materials allowed for 100% store participation in successful program execution. Maintaining the linear sightlines within the electronics department was crucial in keeping continuity and meeting the visual requirements for Toys-R-Us. Though the electronics department is a well defined area at Toys-R-Us the iPod shop required its own identity. This was achieved by the allocated space and positioning within the department. Overall this elevated the shopping experience by providing an effective self service tool.

RESULTS: Measured by an early launch (70 stores) followed by a chain wide rollout, prior to holiday 2008 initial sales met or exceeded goals. The department is an integral part of Toys-R-Us as the shift in spending, for their core demographic , continues to move to more tech savvy products and toys. This partnership helps solidify Toys-R-Us’ ability to deliver quality, relevant products to their customer base. With the permanency of the iPod shop the brand message will remain consistent and maintain the ability to be updated to meet the changing landscape of technology and retail. Stores will have the flexibility to update the iPod shop at relatively low expense through graphic upgrades and new SKU introductions. Inventory management will be contained through merchandising elements allowing stores to regulate their spending in peak and non peak seasons.