In an apparent attempt to combat “showrooming,” – when shoppers try a product in-store but make their purchase online – Toys “R” Us® announced last month they were entering the competitive tablet market with an Android-powered device: the kid-friendly Tabeo™. Crimson Hexagon took the opportunity to gauge the social media conversation and consumer insights around the announcement.
With the decision to manufacture the Tabeo, Toys “R” Us joins brands like Barnes & Noble, whose proprietary Nook tablet has been successful in drawing customers away from the company’s online book retail competitors, such as Amazon.
Appealing to tech-savvy parents, the Tabeo features a 7” screen and comes preloaded with 50 gaming, education, entertainment, and book applications. The tablet also offers parental controls, and the toy retailer also launched a line of accessories.
Toys “R” Us is only selling the tablet through its own website and in its stores, which means consumers will not be able to try the product out in-store and later purchase it from a different retailer online for less.
To find out what people are saying about Tabeo, we turned to Crimson Hexagon’s ForSight™ platform to look at the relevant conversation and consumer insights on Twitter.
Interestingly, 15 percent of the conversation wonders if the new device will be successful at combating showrooming at the toy store. Using the ForSight platform, we analyzed the conversation on Twitter to help answer this question.
One especially intriguing feature of the conversation is the change in the conversation’s predominant sentiments over time.
Immediately after the announcement, negative commentary dominated the conversation. For example, on the day after Toys “R” Us announced Tabeo, 38 percent of the whole conversation thought the tablet was bad for children, and would make kids lazy or undereducated. Over time, however, these opinions declined, and gave way to much more positive ones.
By the time Tabeo went to market, however, the conversation changed. On the day after Tabeo’s release, 78 percent of the conversation expressed intentions to purchase or use Toys “R” Us’ new tablet, and an additional 5 percent thought its features were great for kids.
If this increasingly positive attitude toward the tablet drives sales for Toys “R” Us, the toy store may be successful in reducing showrooming at its retail locations.
Do you think the potential success of the Tabeo will encourage other retailers to create more private-label products? Tell us what you think below or find us on Twitter @CrimsonHexagon!
If you want to learn more about how social media can reveal consumer insights around expectations and motivations, download Crimson Hexagon’s newly published, in-depth study on the “showrooming” phenomenon, which explores expectations of in-store vs. online shopping and consumer migration patterns.