I was doing some research for a project and stepped into a Toys “R” Us store for the first time in years today (here in Portland, OR). I was immediately struck by how the store looked just like the one I went to when I was growing up in Michigan. This was not a good thing. When I walked in I felt like I was being herded like cattle through rows of shelves filled with cheap toys before being dumped out into a cramped aisle with no ability to see the whole store and figure out where I wanted to go. I hope this store was not indicative of most Toys “R” Us locations. But I’m not inclined to find out. It was not an environment that encouraged me to linger and browse. Just get in and get out.

If Barnes and Noble and Borders can draw the number of customers that I see to their stores with Amazon as competition, then Toys “R” Us should be able to find a way to thrive against Wal-Mart and internet competition. And it should start with the design of the environment and the customer experience.