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Traditional Company Transition Paper: Toys "R" Us

995 words - 4 pages

Charles Lazarus began a business in 1948 entirely committed to children and their needs (Toys "R" Us, 2006). Baby furniture was sold at his first store, but customers began asking for baby toys. Mr. Lazarus considered his customer requests and decided to begin selling baby toys. After some time, customers began to ask for toys designed for older children and once again he chose to sell this type of toy as well. Toys "R" Us became successful because Mr. Lazarus tried to give his customers everything they wanted. There are approximately 1,500 stores worldwide and grew into an $11 billion business (Toys "R" Us, 2006). However, Mr. Lazarus did not stop with the traditional "brick and mortar" company; he moved his toy store to the World Wide Web. I will briefly discuss each eBusiness entity Toys "R" Us has launched and its success, as well as state the possibilities available to them.A toy supermarket was revolutionary in 1957 because this type of retail model was unheard of during this time. In 1978, Toys "R" Us became a public company and manage six different divisions today. These divisions consist of Toys "R" Us U.S., Toysrus.com, Toys "R" Us International, Babies "R" Us, Kids R Us and Imaginarium (Toys "R" Us, 2006).The first e-commerce site by Toys "R" Us was introduced in June 1998 (Toys "R" Us, 2006). Toysrus.com became one of the top rated websites in the retail category in 1999 (Toys "R" Us, 2006). This website is also the largest and most visited site in this category and maintains the number one ranking.Toysrus.com and Amazon.com joined forces in August 2000 by introducing a co-branded video game and toy store (Toys "R" Us, 2006). This relationship provides an integrated shopping experience to customers. They can look for a variety of products by popularity, brand, advertised specials, age, type and more. Besides the familiar toy brands, customers also have access to exclusive brands such as Animal Alley, Home Depot and Fast Lane.In June of 2000, Toys "R" Us launched a second website known as Babiesrus.com (Toys "R" Us, 2006). This website was launched to sell baby and juvenile products while accommodating its customers. Toy "R" Us also transferred this website to the Amazon.com format in spring of 2001 (Toys "R" Us, 2006). This online store provides new and expectant parents a seamless shopping experience while providing Babies "R" Us product selections. Parents also have access to resources supporting them from pre-conception through pregnancy. In addition, they have access to an unlimited amount of information related to the infant's first year.The partnership between Babiesrus.com and Amazon.com provides user-friendly access to an online Baby Registry. Parents-to-be can build an online registry or update a registry set-up at a traditional store anywhere in the United States. The online registry reduces geographical obstacles and the guesswork from purchasing baby gifts. Individuals can simply go online to choose, purchase and mail the...

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