Who’s Benefiting from the Toys “R” Us Shutdown?
Q2 2018 Insights Brief
NinthDecimal examined shopping behaviors of Toys “R” Us shoppers over the past year to create a unique view of important trends that impacted the company’s business.
NinthDecimal is focused on using commercial visitation data to address economic challenges and opportunities. We go beyond basic mobility (i.e. a measure of people simply moving around) to focus instead on economic mobility, a measure of meaningful consumer activity. This is a critical signal – visits to businesses – to understand the pace of changes generated by COVID-19 and the health of an economic recovery.
Economic Mobility Index
The Economic Mobility Index is a dynamic measure of consumer commercial shopping behavior and visits to businesses by industry and by *DMA®️. It measures the pace of economic recovery in each market relative to pre-COVID-19 consumer activity.
EMI uses the week of Jan. 20, 2020 as the baseline for pre-COVID-19 activity with a score of 100. It calculates current economic mobility relative to that baseline, both geographically and by business category. Index results below 100 indicate a reduction in commercial visitation relative to the pre-COVID period. The lower the number, the greater the reductions. Index results approaching 100 indicate commercial visitation is increasing and getting closer to pre-COVID activity. Index results above 100 indicate higher commercial visitation than pre-COVID activity.
*DMA® is a trademark of Nielsen
COVID-19 Impact & Recovery Reports
Since the first week of March and the start of economic restrictions, NinthDecimal has provided research and insights on weekly changes to foot traffic across critical industries, both nationally and for key markets. These reports are available to everyone – customers, partners and the broader community to help navigate previous, current and future impacts of COVID-19.
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