What is "off-price positioning" ?

Ran across the term in the Toys R Us website while shopping for my nephew’s Christmas present.
Couldn’t Google up a definition.
Any clues for me?

Odd, as a person who does pricing for a living, I’ve never heard this term. Can you give me some context for it? It sounds like the sort of thing you might say internally, but I can’t see how it would be useful in a customer facing context.

Enjoy:
http://nyjobsource.com/toysrus.html

It’s a nice way of saying “cheap”. Same stuff, lower price. (Competing on price alone is a tough way to make a living.)

Edited to add: One description