"We will have an average shopping cart value higher than in the physical store" | Key4Communications |

Toys 'R' Us opened its online store for Spain in July, coinciding with the year that the company celebrates the 20th anniversary of his arrival to this country. As Fernando Monfort, head of this project, explains, the first objective is to achieve through this channel the 2% of sales revenues, which are around 300 million euros.

What is the revenues objective of the online store?
2% of company sales the first year, rising shortly to 5%.

Why Toys 'R' Us did not have an online in Spain so far? What has finally led the company to open it?
The company has not seen the right time until now, when the market shows signs of significant weight gain in sales value. Anyway, we expected "our turn" to enter, as indicated  by corporate, in the US.

What kind of products do you think will have more output on the web?
In theory we will have an average shopping cart value higher than in store, and also higher sales of large items. Anyway, the weight of each family sales will be similar to what happens in retail, but that's something we'll see confirmed –or not– soon.

Are you preparing a fidelity plan?
We have our Toys 'R' Us card, which is highly valued among our customers.

How many people are working on the project?
The team includes 11 people: we are really committed to this project in Toys Spain. The profile is just business: we have no technical staff, as this is all managed from Global.