Value-Driven Marketing for Toys“R”Us Empowers Asia Retail Leadership

RETAIL, MANUFACTURING AND PROPERTY

Toys“R”Us Asia has been leading the toy and play industry for over 40 years.Toys“R”Us Asia's vision is to fuel imagination and inspire our next generation through the power of toys and play. The company's mission is to be the trusted toy leader, providing premier toys and inspiring play experiences for both kids and kidults. They offer a carefully selected range of quality local and international products and provide engaging loyalty programs and immersive in-store play experiences.

Headquartered in Hong Kong, Toys“R”Us Asia currently operates around 460 stores across Asia. This includes locations in Mainland China, Japan, Malaysia, Hong Kong, Singapore, Taiwan, Thailand and Brunei. The company also licenses over 90 additional stores in the Philippines and Macau. In addition to these brick-and-mortar locations, Toys“R”Us has an eCommerce presence on major Asian shopping platforms as well as its own online stores serving each market.

Challenges

Despite its strong market presence, Toys“R”Us Asia faced several significant challenges that posed risks to its operational efficiency and profitability. The company was seeking to optimize resource allocation by assessing the effectiveness of its salesforce subscriptions as well as upgrade their existing electronic direct mail (eDM) system for marketing campaigns. This included moving away from an image-centric approach toward more modular, and personalized designs. By improving send-out-time optimization and consumer segmentation, the company sought to boost campaign performance and customer engagement.

Solutions

To address these challenges, LPS designed and provided an end-to-end marketing campaign strategy, beginning with an interactive onboarding workshop where our team worked closely with the client. We then developed an intricate customer journey, marketing campaign mapping, and automation strategy. This plan, grounded in in-depth customer behavior analytics, sought to optimize the capability of existing applications like Salesforce Marketing Cloud (SFMC) and the eDM campaign system, leading to a significant revenue uplift. This comprehensive approach allowed Toys“R”Us Asia to gain deeper customer insights and tailor their marketing efforts accordingly.

In addition, Toys“R”Us Asia benefitted from LPS taking on the operational and management aspects of eDM campaigns, thereby allocating internal resources towards essential business functions and supporting the reorganization of team competencies. This strategic partnership enhanced operational efficiency and enabled the company to reallocate internal resources toward strategic development and skill enhancement.

“I would like to take a moment to express my sincere appreciation for the workshop conducted by you all! It was evident that a significant amount of effort and thought went into making the session not only informative but also practical and solved a lot of outstanding issues from our perspective. I look forward to future collaborations with the LPS team, as I believe there is much more we can achieve together. Thank you once again for your hard work and dedication.”

Flora Tsui

Vice President- Marketing and Digital Strategy, Toys“R”Us Asia

Value created

The end-to-end solutions from workshop, to strategy, to campaign management have resulted in substantial advancements in marketing efficiency for Toys“R”Us Asia. The eDM marketing campaign system was enhanced to be mobile responsive and personalized, significantly improving customer engagement and interaction. This transformation allowed the brand to connect with its audience in a more meaningful and impactful way.

Significant manpower savings on campaign execution was also achieved, allowing the team to redirect their efforts towards strategic initiatives that drive growth and innovation. The streamlined processes and enhanced capabilities have consistently demonstrated a notable improvement in campaign effectiveness, validating the strength of this newfound approach. Enhancements to the SFMC capabilities also ensured that Toys“R”Us Asia could maximize their subscription's value, reinforcing their ability to drive more impactful marketing initiatives and achieve their business goals.

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