How does a big-name retail chain—with an endless stream of new consumers—end up on the brink of bankruptcy?
In the case of Toys R Us, the blame lies largely with a sluggish transition to e-commerce.
The chain is set to file for bankruptcy as early as this week. It will continue to operate, keeping stores open during its reorganization.
Experts say the company’s failure to focus on its online presence led to its downfall.
“Toys R Us has lost out in the digital space,” says Neil Saunders, managing director of GlobalData Retail. “Although recent digital investments have been made, the website and general e-commerce proposition are still below par.”
What can digital marketing pros take away from this steady decline? Here are lessons from the retailer’s mistakes: