Toy stores need to go digital to ensure future success

Clare Rayner, founder of the Future High Street Summit, believes retailers need to start catering to a digital savvy audience, whether through stocking innovative products or boosting the in-store experience with tech.
Author:
Publish date:
Social count:
0

Toy stores need to embrace the digital world to ensure success in the future, retail expert Clare Rayner has told ToyNews.

Rayner is the founder of the Future High Street Summit, and last month’s event centred on programmes set to push towns and city centres into the digital age.

Despite the traditional focus of many independent toy stores up and down the country, Rayner believes that toy shops need to start taking notice of its “digital savvy” customer base.

Examples given include embracing the latest tech toys or incorporating technology in-store as part of the shopping experience.

“Toy stores need to embrace digital as their target audience, children (and their parents), are increasingly digital savvy,” Rayner told ToyNews.

“Most parents of young children today are ‘digital natives’, having been only children themselves when the internet came into existence and all children are exposed to a wide range of technology, and the internet, from a very early age in school.

“With this in mind, toy stores need to ensure that they offer a quality digital experience to supplement the store itself, such as tablet based in-store browsing for more detailed product information or having greater bias towards technology toys in their product range.”

This championing of digital extends into self-promotion, with Rayner preaching the power of embracing social media and having an online presence.

“They need to be findable in the virtual world, engaging with customers through appropriate social media and via their own website,” added Rayner.

“Of course, each store will have their own specific aims and engagement style, which will influence how they decide to go digital, but whatever the right approach is for your store, there’s no doubt that it will be essential to your future business success.”

Helen Dickinson, director general of the British Retail Consortium, added: “More than £150 billion of retail sales are influenced by digital but only half of small businesses have a website, and just 33 per cent of SMEs are currently online.

“It’s suggested that digital technology could unlock £18.8 billion of revenue for SMEs as well as reducing their costs by up to 20 per cent, so it’s clear that there is a real opportunity for all players in our High Streets to tap into this potential and secure their place in the future.”

Related

00Laptop.png

Digital revolution

On a High Street where Click and Collect sales are at an all time high, it's hard to ignore the growing importance of e-commerce for today's consumer. ToyNews explores how the humble independent toy store can embrace a digital offering without selling their souls.

0 AAnki Overdrive.jpg

The future of play

Mark Palatucci, CPO and co-founder at Anki, explains why the industry needs to be embracing the world of entertainment robots and AI.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.