A new Criteo report focuses on where former Toys "R" Us and Babies "R" Us shoppers are now spending. Amazon has become the top Toys "R" Us replacement (34%), though Walmart (31%) has captured nearly as much share, while Target (18%) is also filling in as a substitute. Convenience was cited as the biggest factor in choosing a new retailer for toys and children's products.
Notably, a majority (59%) used to shop at physical Toys R Us locations, not online. The top three aspects consumers liked about shopping at a Toys "R" Us were selection (71%), the in-store shopping experience (59%) and location (48%). Nearly half (48%) had a Toys "R" Us location 10 to 20 minutes from their home. Two out of those three criteria can't be replicated by an online retailer like Amazon, even though it competes on convenience.
Online retailers attempting to replicate the in-store experience should take note. According to Sailthru, 37.9% of consumers reported more satisfaction when shopping in-store. Only 16.7% said they get more satisfaction from online shopping.
Consumers would also like to see more physical stores from online-only retailers. The top three picks were Amazon (roughly 40% of respondents), followed by Wayfair and Zappos (roughly 30% and 20%, respectively).
Amazon has stepped into the role of multichannel retailer with its bookstores and Amazon Go locations and has made it known that it plans to be Toys "R" Us' successor. The retailer recently mailed out its first print catalog featuring toys for the holidays.