Can BIGTINCAN make it BIG?, page-185

https://www.digitalcommerce360.com/2018/03/16/toys-r-us-puts-a-lot-of-toy-sales-up-for-grabs/

Above is the interview with DigitalComm360, Ben Row of Bigtican discusses how Toys "R" Us's focus on price over customer experiences that lead to their fall out.

"Ben Row, a retail specialist at online sales software provider Bigtincan, says that, with more sales moving online, the importance of providing a good e-commerce experience is incredibly important. But Toys R Us chose instead to continue to emphasize low prices, Row says, and that was not a game it could win."

“Toys R Us made a choice as the e-commerce market was heating up in the early 2000s to double down on price over value,” Row says. “By choosing to focus on price, Toys R Us was entering into a losing battle—they were never going to win a price war against Amazon and the big-box stores like Walmart and Target.”

"Row says Toys R Us stuck with its price-oriented strategy, even while its competitors were becoming better at providing a satisfying omnichannel shopping experience, which was a mistake. “When you race to the bottom, you eventually reach the bottom,” he says. Row expects Amazon to gain a lot of the online sales Toys R Us might otherwise have made."


"Bigtincan’s Row says the future will belong to the retailers who provide the most satisfying shopping experiences, both online and in stores. When it comes to winning online, Row says nothing beats native apps for creating an easy, intuitive shopping experience that represents a retailer’s brand in the way it wants to be represented."

“They are not going to win this battle with a website,” Row says, referring to major retailers that sell online. “They are going to win it with an app.”

IMHO, it's very true that small and medium retailers (online/offline) cannot choose to compete with the giants like Amazon, Walmart or Target on price as those giants they have economy of scale. In order to win or to survive in this battle, those small and medium retailers should have offered something more for their customers, i.e, their customers can have something more besides just browsing the catalogues for the lowest prices before putting them into the shopping carts. And Bigtican has the solution for them, Bigtican provides the small and medium retailers sale-enablement app to assist their customers with more satisfy shopping experience. We can see that Bigtican now is not only the app for sales people but they are reaching out with retailers. This move proves to be a good one with lots of potential, IMHO.