Revamping Toys 'R' Us

When officials at Toys 'R' Us decided to take the dramatic step of revamping the company's entire in-store merchandising approach, they knew they needed more to make it happen than simple product vendors. They entered a partnership with RTC Industries that included both consultation on the merchandising strategy and production of some of the final pieces."We wanted a partner who could take every single detail and open it up for observation and evaluation," says Mike Gerety, vice president of store planning of Toys 'R' Us, Paramus, N.J. "We needed them to help us rethink our entire display, merchandising and presentation approach."The company had never brought in an outside vendor as its partner to such a degree before, he says, but the results prove it was worthwhile. "It's been a huge success, and RTC was a big factor in that happening."The company's involvement "definitely change our thinking on a variety of components," he notes. For instance, the signage program for endcaps was changed to make them pop out more and eliminate some background clutter. "RTC went beyond providing a service in display and production work," he says. "It was a combination of analysis, creative staff work, and engineering, with a focus on quality and low cost."RTC produced some of the pieces directly, he adds, while additional vendors created others. "We didn't want to exclude other vendors we've worked with, but RTC was part of the day-to-day thinking, planning and creative development."The first store to receive the new look, in Raritan, N.J., opened in early July. Two more, in Orlando and Philadelphia, will follow. About 13 more will be revamped this year and the results evaluated, he notes, but officials are confident the results will bear out a full rollout. "It's a totally different strategy for us inside and outside. It's more fun, more costumer-friendly, easier to get around in and find products in, and more dynamic," Gerety says. "Based just on customer reaction already, we think it's going to be completely successful."

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