Amazon takes a page from Toys ‘R’ Us with a holiday catalogue
By Matt Townsend, Bloomberg - Jul 5th, 09:41
Amazon.com is looking more and more like a traditional retailer.
In a drive to win the business up for grabs after the demise of Toys ‘R’ Us, the online giant is going conventional with plans to publish a holiday toy catalogue, according to people with knowledge of the strategy.
The printed guide will be mailed to millions of US households and handed out at Whole Foods Market locations, the grocery chain Amazon bought last year, said the people, who asked not to be named because the plan isn’t public.
The move is part of Amazon’s push to incorporate traditional retailers’ tools into its business model. It even looked at acquiring some Toys ‘R’ Us locations earlier this year, according to people familiar at the time. That came after its $13.7bn purchase of Whole Foods made a big splash as it pushed into brick-and-mortar retailing.
Amazon has since been integrating the chain into its larger business, including marketing its voice assistants and discount membership in stores.
A spokesperson for Amazon declined to comment.
For all its woes, Toys ‘R’ Us, which is closing all US stores after failing to emerge from bankruptcy, was still a force during Christmas. Its “Big Book” toy catalogue was a staple at 100 pages or so, with toymakers often starting their holiday advertising to coordinate with its arrival in late October.
Even with the emergence of screen time and smartphones, kids still enjoy searching through toy catalogues - which Walmart and Target also produce - to make their wish lists.
Toys ‘R’ Us generated $6.5bn in US sales last year. That has pushed many retailers - even ones not known for toys - to angle for a piece of the defunct chain’s business. Take Party City Holdco, which is opening 50 pop-up toy shops for the holidays.
The traditional market leaders are also getting more aggressive. Target said in May that it was bolstering its assortment as Toys “R” Us liquidated. Target said it’s also expanding shelf space for toys for the coming holiday season and doing in-store events with big brands.
Amazon has become a toy-shopping destination in its own right. The big reason is that toys, especially during the holidays, draw shoppers. In 2007, the company copied traditional retailers and published an online hot-holiday toy list that featured playthings expected to be in demand.
It’s been gaining market share in the category ever since, and now it’s taking another page from legacy chains. Fin 24
Four ways mobile can unlock innovation in brick and mortar retail
17/07/2018 - 11:29
With the ubiquity of smartphones – particularly in the South African marketplace – local retailers have a great opportunity to boost in-store engagement.
Amazon rivals Walmart and Microsoft join forces in cloud partnership
17/07/2018 - 11:05
Retail giant Walmart said it entered into a strategic partnership with Microsoft for wider use of cloud and artificial intelligence technology, in a sign of major rivals of Amazon.com coming together.
Michelangelo Wine & Spirits Awards Joins Forces with Checkers to offer Consumers an award-winning Choice
17/07/2018 - 10:41
One of Southern Africa’s leading drinks competitions, the Michelangelo International Wine and Spirits Awards, has entered into a partnership with Checkers which will give consumers greater access to the competition’s award-winning wines and spirits. The agreement will see Checkers offering a selection of Michelangelo winners in its general retail outlets and liquor stores after this year’s awards ceremony, which is to be held on 29 September.
DHL partners with MallforAfrica to deliver African-made products to the world
17/07/2018 - 09:30
DHL, the world’s leading international express services provider, today announced its partnership with e-commerce giant, MallforAfrica’s new platform, Marketplace Africa, to help online retailers bring African-made products to the US and global market.
Smarter marketing in the digital era
16/07/2018 - 14:09
An essential driver of digital transformation is how companies can use their data to remain relevant.