How to adapt to a changing retail landscape

Bricks and mortar retailers likely shy away when news about the High Street breaks at the moment. The majority of reports point to decreased footfall, consumer confidence and spending. And of course, online spending brings ease of use, competitive pricing and often larger range.

In September the British Retail Consortium (BRC) showed that retail footfall dropped 1.7 per cent YOY, and over the three months to September, fell 1.6 per cent. There was, however, a chink of light in the October sales, when Barclaycard reported that non-essential spending rose two per cent YOY. 

One thing is certain – the number of shoppers moving online is still increasing. Also in October 2019, the BRC reported online non-food sales grew by 5.1 per cent, and over the previous year, average monthly growth was 3.6 per cent.

Whatever the retail picture, it’s important to tailor marketing campaigns to reflect the changes. There are many benefits to a burgeoning online space, along with the obvious drawbacks in toy terms; Meanwhile, there are also pros and cons to High Street retailers. It’s a matter of maximising the advantages of both in order to make your products work.


Online support


Experiences are key when selling products to children. If they can play with a product, enjoy it, and understand it, they are more likely to want to take it home. Of course, this isn’t an option with web-based retailers, so we need to look at providing those experiential marketing opportunities elsewhere. 

Fundamentally Children’s consumer events allow manufacturers of Good Toys to do just that. Our independent, expert team can present your products and their benefits to children and parents/carers in a non-pressured, fun environment.

In fact, during our recent visit to CarFest South, 90 per cent of the visitors to the Good Toy Zone said they would be more likely to research, recommend or buy a toy as a result of seeing it in our tent. Experiential marketing is the perfect antidote to online shopping and helps your brand remain front of mind.


High Street help


While it’s important to support the increase in internet sales, the struggles faced by the High Street also necessitate support to help products shine in their bricks and mortar homes.

There’s so much you can do in conjunction with retailers to create theatre and help products stand out in-store. Simple additions such as POS and inclusion in catalogues and the retailer’s own marketing, can really help highlight your lines.

Bigger initiatives such as in-store play days can help drive footfall into store and create those all-important experiential opportunities. Good Toy Guide play days offer the added benefit of our dedicated, independent experts promoting your brand. Drafting us in to organise also means a stress-free initiative, as our team takes care of all of the logistics and hosting.

We’ve worked with a range of retailers on this service and the days have seen great results.

Mark Kelly, John Lewis Cambridge, commented:

“[The play Day] created a great atmosphere in the toy department at a time where shopping for toys can be stressful for parents. The day [the team] were in, we saw an 8.1 per cent increase on sales which was well above the average for the week.”


Assistance across the board

It’s also well worth considering whether you’re promoting all your product’s best points in store or online, be that on packaging or through copy and marketing materials. Be sure to include your Good Toy Guide stamp of approval wherever you can, as research has shown that the  stamp increases intention to buy by a huge 20 per cent. Also shout about any award wins and product USPs. We can provide Good Toy Guide sales materials for support in-store and images etc for online retailers.


There are also a range of bespoke options we can provide to help support your brand and products in-store and online, so do get in touch with us at to find out more.



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