Word: marketeers
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...here," says Jennifer Meade, whose 7-year-old son Logan is fiddling with a Nerf Blaster in a shopping cart, looking like he'd rather be anywhere but the food aisle (though he did perk up when he saw candy). The only reason Meade was in the "R" Market, in fact, was that I asked her to check out the products. She didn't anticipate coming back. Says another shopper, Erin Miczulski, who was in the store to pick up some items for her niece and nephew: "I just want to stay focused on the toys." (See pictures from...
...other major challenge facing the "R" Market: prices. Like many Toys "R" Us stores, the Phillipsburg outlet is dangerously close to a Wal-Mart - in this case, only a two-minute walk away, in the same shopping plaza. Sure, it's convenient to one-stop shop at Toys "R" Us. But after glancing at the prices - the Stauffer's Whales snacks, juice boxes and bottled water are all cheaper at Wal-Mart - Meade said she'd get that stuff there...
...dismiss the "R" Market's potential, however. The company would never have rolled it out if it hadn't tested well. It should be a haven for impulse purchases: "I want to get that Wiggles guitar for my son, but oh yeah, I just remembered we're out of toilet paper and toothpaste too." The "R" Market offers far more toddler food and snack options than typical supermarkets, and the presentation of the Phillipsburg shop, for one, was neat, tight and bright. "I'll definitely use it," says Jennifer Stroka, a veterinary technician and mother of a 4-year...
...Money was thrown at market research too, especially in the long months before the launch. (Lipman was hired in the summer of 2005 for a magazine that didn't come out until May 2007.) "When I asked to attend a focus group, they suggested not New York - in the same building - but Chicago," says another former staffer. "Joanne stayed at the Four Seasons. And two people from the art department turned their San Francisco focus-group trip into a multiday minivacation at company expense...
...could hear the howls from three blocks away. But I still gasped as I walked into the sprawling Dong Xuan live-animal market in Hanoi, Vietnam. Dogs, many with open wounds, cowed in the corners of tiny wire cages stacked five high, as restaurateurs and butchers haggled over slaughter prices. Monkeys, chickens, and lizards huddled in cages scarcely larger than their bodies. In one cage, two young rabbits silently shook in fear as a python was placed in alongside them...