Toys R Us revamps mobile shopping channels

Published on: 15th November 2012

The retailer has revamped its mobile shopping apps and sites for Toys R Us and Babies R US, while launching a tablet-optimised site for both brands.

Customers will now be able to ‘Buy Online, Pick up in Store’ and ‘Ship to Store’ through smartphones and tablets, options that were previously limited to desktop sites. The apps and sites will also offer product browsing, reviews, item information, video viewing, and searching based on a number of categories.

Toys R Us’ in-store sales could be impacted this Christmas as more than half of mobile users plan to use their devices for shopping. However, in-store shopping now offers a new barcode/QR code scanner for users to access extra product details.

Location-based ads have been embedded into the platform, which will allow users to find local deals using their post code. There is also an ‘R Mobile Messaging’ programme that provides registered users with coupons and events via text message twice a week. Deals and favourites can also be shared across social networks Twitter, Facebook and Pinterest.

Milton Pappas, VP, e-commerce customer experience, Toys R Us, said: “As more and more customers use their mobile devices to browse and shop with us, we have worked to enhance this channel by redesigning our mobile site and apps, and have launched a tablet-optimised experience, making it even easier to shop Toys R Us and Babies R Us while on-the-go.”


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