Toys"R"Us aims to strengthen its digital presence by focusing on parents of young children through targeted marketing on various platforms like email, websites and social media. The document recommends that Toys"R"Us improve customer engagement on social media by responding to comments and questions, create more differentiated content across platforms, and optimize its mobile shopping experience and webpages. It also suggests measuring the effectiveness of digital efforts through surveys and analytics to further drive sales.

1. Toys”R”Us in a Digital World
By Elizabeth Brown

2. Target Audience
 Parents of children in age groups of under 5 years old
and 5-12 year olds.
 Unique selling proposition – discounts.
 Mothers of babies and children through child safety
campaigns.

3. Internet Marketing
 Toys”R”Us can focus on promoting different toys and
deals across media platforms – email, website,
newsletter.
 Toys”R”Us websites can share “spotlight stories” of
children with different toys, activities, etc.

4. Social Media Presence
 The brand’s strongest social media presence is on
Facebook – with 4.1 million page likes.
 Customer’s share feedback, stories or other responses
about products and activities by the store.
 Sharing these stories, pictures and videos are a great
way to promote the store because they are engaging
and get a wide range of responses.
https://www.sprinklr.com/the-way/how-toysrus-uses-social/

5. Improving Social Media
 A social media manager could reach out and answer
parents comments, questions or complaints.
 Customer’s trust in the brand increases when their
opinions and comments are answered and validated.
 When I make a comment or question to a brand, I
expect to at least be contacted back.

6. Differentiating content
 Content including featured toys, deals, videos, etc.
should be different across social media platforms.
 Toys”R”Us often has some overlap of repeated
information on social media platforms such as
Facebook, Twitter, Instagram and YouTube.
 If the information is more different, less people are
likely to unfollow the channel.

7. Mobile Presence
 Mobile shopping and browsing has
greatly increased due to shopping
applications available on smart
phones, etc.
 Move helpful pages such as
“Recommended for you” and
“Trending now” pages to the top
of the screen for mobile
platforms.
 Create additional applications
based on age and location.
http://www.toysrusinc.com/about-us/r-digital-presence/

8. Measuring Web Effectiveness
 I recommend that Toys”R”Us send out user surveys and
post links to them on the main webpage.
 The brand can use these surveys to determine the good
and bad of the company, new trends and further drive
sales.
 Clickstream and key performance indicators.

9. Search Engine Optimization
 Heavy content on each social media page, such as
videos, should be limited.
 Toys”R”Us should monitor the number of clicks to see
which webpages are receiving the highest engagement.
 Watch other types of accounts consumers follow and
reach them through interest surveys.

10. Budget
 Digital marketing budget = $8,060,000 per year.
 Based off the 12.4 billion total annual revenue.
 The budget allots for the costs relating to the
development of the other mobile shopping application.
http://www.toysrusinc.com/press-room/releases/financial/2015/toysrus-
inc.-reports-results-for-full-year-and-fourth-quarter-of/