By signing a deal with a retailer giant Target.com of US, the eight months old parent company of Toys “R” Us, Tru Kids announced the relaunch of ToysRUs.com website and helped defunct toy chain along with its bankruptcy.
Tru Kids has also declared to open retail stores all across the US. It has been expected by the management of Tru Kids that Toys “R” Us would generate cash flow quickly with its well-established and still top-ranked website ‘toysrus.com’.
In the deal with Target, it has been decided that when the users would click on the ‘Buy’ button to make a product purchase, the product page of ToysRUs.com will redirect to Target.com for the further process.
This deal would benefit Target as it could receive a flood of new sales from the buyers of ToysRUs.com. Though the terms of the deal are not disclosed but, both the companies have signed a revenue-sharing agreement in which they have a clause of mutual benefits.
Additionally, Toys “R” Us has added some new features to its website including hot toy lists and different brand experiences, in-depth product reviews, and videos and articles about the latest toy trends along with hot brands. The visitors would be redirected to Target’s website for checkout only when they agree to make a purchase. Buyers would also get the same benefits as Target which includes store order pickup, loyalty point with Target circle, 5% extra discount while using Target REDcard for purchase, and such others.
Richard Barry, the CEO of Tru Kids states, “Our US strategy is to bring back the Toys “R” Us brand in a modern way through a strong experiential and content-rich omnichannel concept.” He added, “Target will help us deliver on that experience with its toy assortment, digital strength and ability to deliver orders to shoppers in a matter of hours.”