Strategy (6)
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Retail Navigator AnalysisThe Entertainer (Strategy)
The Entertainer has a clearly differentiated format. It aims to offer an interactive and child-friendly retail environment and carries a large range of pocket-money toys aimed at children. Continued investment is made in customer service, through staff training and mystery shopping to ensure staff offer fun shopping experiences for children.
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Retail Navigator AnalysisEcommerce at The Entertainer
Online is one of three pillars of growth for The Entertainer which has recently replatformed its website in partnership with LiveArea, creating a more refined customer journey for faster shopping, improved performance to support increasingly high levels of traffic and seasonal peaks and a new predictive search engine to help locate products.
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Retail Navigator AnalysisTechnology strategy at The Entertainer
The retailer has invested consistently in its IT estate to make sure it can cope with growth, and to ensure it can evolve its offer as it takes the lead in the multichannel race.
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Retail Navigator AnalysisSupply chain at The Entertainer
There is a major focus on fulfilment in-store at The Entertainer, with a particular emphasis on its 30-minute click-and-collect option. The business believes that the fact shoppers can order an item on a smartphone and pick it up from a store 30 minutes later gives it an edge over retailers such as Amazon.
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Retail Navigator AnalysisStores at The Entertainer
The Entertainer’s store network in the UK is continuing to grow, with expansion over the past decade stretching the retailer’s presence beyond its heartland of the South East.
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Retail Navigator AnalysisCustomer and marketing at The Entertainer
The Entertainer’s proposition is to supply quality products that offer everyday value for money to its customers. It purports to offer the best range of toys on the high street. Clearance or overstock items are also used to create excitement in-store through the use of discounts on such products.
