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...These new stores-within-a-store aren't a total snore for the toddler set. "R" Markets will also sell decidedly nonessential, kid-friendly products like Pez dispensers, gumball machines and a host of other candy brands that will keep dentists employed for a millennium. Plus, most products have a kid-friendly feel - Elmo and Grover on the juice boxes, food packaged as "P'Sghettti Loops," toddler toothbrushes and such. Still, the intent of the "R" Market is clear. With nondiscretionary products like toys more vulnerable to consumer-spending swings, Toys "R" Us needs to give parents more reasons...
...shifting its focus from the fun stuff. The percentage of square footage dedicated to the "R" Markets will be in the "single digits," according to Storch. In the Phillipsburg Toys "R" Us, for example, manager Mark Schantz estimated that the "R" Market took up just 1,300 of the store's 30,000 square feet - that's just 4.3%. Storch also insists that the company won't clear shelf space dedicated to toys in order to build these mini-supermarkets. Instead, Toys "R" Us will cease selling clothes for kids over the age of 4. The company will use that...
...Group. Consumers are willing to pay for convenience, say the experts, especially when grabbing items that they really need. "Is it a good idea? It's the only idea," says Howard Davidowitz, chairman of Davidowitz & Associates, a retail consultancy and investment bank. "Mothers are going to the store with their children, and to the extent you give mothers another reason to shop, you win. I compliment them for reacting. Doing nothing is not an acceptable answer." (See 10 things to buy during the recession...
...Over the past few weeks, Toys "R" Us has been quietly testing the "R" Market in select stores across the country. Sales "are running ahead of where we expected," says Storch. However, customers at the Toys "R" Us in Phillipsburg, a town that sits on the New Jersey-Pennsylvania border, were for the most part unimpressed. Over the course of two hours on a Friday afternoon, only a handful of customers even wandered over to the "R" Market, which had been open for about two weeks. Granted, the store wasn't exactly packed in the toy aisles either...
...food aisle (though he did perk up when he saw candy). The only reason Meade was in the "R" Market, in fact, was that I asked her to check out the products. She didn't anticipate coming back. Says another shopper, Erin Miczulski, who was in the store to pick up some items for her niece and nephew: "I just want to stay focused on the toys." (See pictures from a toy fair...