This Week In Retail Marketing Innovation - September 30, 2019

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Tru Kids brand focusing on consumer experience with traveling exhibit

Tru Kids is launching the Toys ‘R’ Us Adventure pop-up experience with help from Candytopia, an interactive art exhibition. The pop-up is coming to Chicago and Atlanta just in time for the holiday season and will include brand experiences from Melissa & Doug, Paw Patrol, and others.

The experience will include interactive playrooms and photo-ops with new and classic toys and characters. Tru Kids plans to expand the pop-up experience to more cities in 2020.

“As we focus on bringing a reimagined Toys ‘R’ Us to the United States, we believe this live experience coupled with our new experiential retail stores will attract families from around the world and create a unique opportunity to rediscover the magic of this beloved family brand," Richard Barry, CEO of Tru Kids, said in a statement.

Tru Kids is hoping to breathe new life into the Toys ‘R’ Us brand with a heavy focus on immersion and customer experience. According to Chuck Luckenbill, Principal at Luckenbill Retail Solutions and former VP of Store Planning and Design at Toys ‘R’ Us, focusing on entertaining the consumer could help immensely.

“This fresh start that this new company has could be a really good thing,” Luckenbill said in an interview with Retail TouchPoints. “In not doing these large, monster stores that are packed full of merchandise, just opening something a little bit more interactive and fun for the customers might be a win-win situation.”


Perch CEO talks Target, Nordstrom Local, and the future of J.C. Penney’s

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Perch CEO Trevor Sumner joined “Retail Rundown” as a guest to help break down some of the top news stories in retail. Sumner was joined by Carol Spieckerman, a RETHINK retail advisor and president of Spieckerman Retail. Julia Raymond hosted the episode which covered Target’s new loyalty program, J.C. Penney’s category moves, and Nordstrom Local’s Move to NYC. 


Listen to the full episode or read the transcription here: https://www.rethink.industries/podcast/retail-rundown-september-16-2019/Perch_


Madison Reed plans to open 600 brick-and-mortar stores

Credit:    Madison Reed

Credit: Madison Reed

Madison Reed recently joined other direct to consumer (DTC) brands in opening brick-and-mortar retail stores. However, the growing retail brand is taking things a step further than most. They are planning to open 600 stores by 2024.

Casper, a DTC mattress brand, shocked many last year by announcing plans to open 200 mattress stores by 2021. This decision my Madison Reed is an even more aggressive bet on a similar plan. The 600 new stores that Madison Reed is adding will increase the retailer’s footprint by 6,500%.

At the moment, most of Madison Reed’s sales are online, followed by its current color bars, and lastly wholesale. While the company has a wholesale partnership with Ulta, CEO and Founder Amy Errett noted that the margins in wholesale make it a less desirable channel.

When discussing Madison Reed’s color bar locations with Retail Dive in March, Erret offered the following insight:

"We've always wanted to focus on our direct-to-consumer relationships," Errett said. "We have all the same data that we have about our online customer. We built our own proprietary technology cause in many retail situations, the dot.com portion of the company doesn't talk to the store portion, so we've been really thoughtful about that."

Erret is hoping that this new development will help Madison Reed “scale physical retail like no other.”


Sounding Smart by The Retail Water Cooler

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