![]() ![]() Brand sentiment in both countries leaned negative throughout the period - roughly two-thirds negative in both countries. stores’ closures, with 273,500 mentions in June in the U.S. “They need to continue telling the business story, and be the heroes that have revived the brand in a new financial structure in Canada - there are a lot of great aspects of this story.”Īccording to social media analytics company Crimson Hexagon, over the last three months, discussions on Twitter, Facebook and Instagram about the Toys “R” Us brand spiked in June, the month of its U.S. “The coverage of the bankruptcy and closing of the stores was immense and very sad,” said Dorothy Crenshaw, CEO of Crenshaw Communications. To enable this, it plans to introduce sight-line shelving, grouping items based on play patterns rather than brand names, and turning the physical spaces into venues for game playing, food-service partners and events like birthday parties and workshops.įrom a crisis communications point of view, the company took swift action to reassure Canadian consumers that while the company dissolved its operations in the U.S., its Canadian operation is open for business and evolving with the times. Based on prototypes it rolled out in Barrie, Ontario, and Langley, British Columbia, it plans to make physical retail experience a more interactive one for customers. Toys “R” Us Canada did not respond to a request for an interview, but the company reportedly plans to renovate 40 stores by the end of the summer. “This isn’t an unprecedented move for Toys ‘R’ Us - they’re seeing the success of other brands and companies looking to drive more customer traffic with a more dynamic experience for their customers,” she said. “Canadian consumers like to touch and feel when they shop, and they place real importance on the in-person shopping experience.”
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