Case Study
Toy"R"us eBay case 1 | 2 | 3 | 4 | 5
Toys 'R' Us Asia Limited (Largest Toy Retailer)
OneXeno Increases
Direct Marketing Efficiency for
Toys “R” Us Asia Using Permission Based
Email
CLIENT
Toys “R” Us is the world’s number
one specialty toy retailer, with 1,700 stores in
70 countries. In Asia, Toys “R” Us is
a franchisee 100% owned by Li & Fung Retailing.
Toys “R” Us Asia has locations in Hong
Kong, Taiwan, Singapore, and Malaysia.
OBJECTIVE
Toys “R” Us Asia’s key marketing
tool in Hong Kong and Singapore is the Star Card
Program, with over 150,000 members in Hong Kong
and 40,000 members in Singapore.
Toys “R” Us Asia uses digital marketing as an integral part of its overall marketing plan. Digital marketing helps Toys “R” Us Asia achieve its corporate objectives by aiding and improving an integrated marketing strategy.
OneXeno Limited, Toys “R” Us’ digital marketing consultancy, helps Toys “R” Us plan, develop, execute, and analyze its targeted email campaigns and regular newsletters to Star Card members who have opted in to receiving email communications.
CAMPAIGN
DESCRIPTIONS
As Toys “R” Us has a vast number of
products in each of its stores, OneXeno helped Toys
“R” Us develop a regular email to Star
Card members outlining promotional items of interest,
with the goal of making shopping easier for Star
Card members. The monthly mail tells members how
many reward points they have, how much more they
need for the next level, and by when they need to
use them. The newsletter also outlines current and
new benefits to members, seasonal items of interest,
hot toys, in-store events, updates to the website,
and joint promotions with other respected marketers.
The newsletter content is customized and the database is segmented by preferences, purchase behavior, and demographic information. For those Star Card members who have not opted in to the newsletter, or would like to change their preferences, this can be done via the website, in the store, via fax, or by calling the Toys “R” Us customer service hotline.
In addition to regular newsletters, OneXeno helps Toys “R” Us develop and execute ad hoc emails for special events or specific demographic segments (such as members with babies, members interested in games, etc.).
We measure:
Open rates (%) and
how FAST they open
Click through rates (both total/unique clicks)
Pass Along rates
Purchases ( among those who received, those who
opened, those who clicked)
Bouncebacks and unsubscribes
Cumulative effect of email marketing on members’
behavior
RESULTS
Email open rates are consistently above 50% and
above 60% for segmented emails
We have had a positive impact on customer purchase
behavior measured over 6 months ( comparing email
receivers vs. non-receivers)
A formula is slowly developing whereby we can almost
predict results before sending an email - a priceless
asset in retail marketing
A
SPECIFIC CASE OF RIGHT OFFER, RIGHT PERSON, RIGHT
TIME
A targeted email was sent to members with babies
age 0 to 3, “Great deal on diapers
and strollers only for 2 weeks.”
We achieved…
…an open rate of over 60%.
…13% of those who OPENED mail came and purchased,
vs. 5% for overall Star Card members.
…20% of those who OPENED and CLICKED on the
email came to the store and purchased.
CLIENT
COMMENTS
“Our most important objective
was to establish a solid foundation for our email
marketing initiatives to our members, making it
more cost effective to communicate with them on
a timely basis to help make shopping at Toys “R”
Us easier for the customer, as well as inform them
of our promotions and events.
OneXeno’s value-added digital marketing services helped us validate members’ permission, confirm the efficiency of email as a direct marketing tool, and enabled us to scale our efforts with confidence.”
Argha Sen
Head of Marketing and CRM
Toys “R” Us Asia Limited
Contact us today to learn more about developing, maintaining, and/or improving your email and database marketing
