Additionally, the retailer has added mobile bar code scanning capabilities, as well as a new tablet-optimized site to further solidify its position in the space. As part of the enhancements to the company’s mobile capabilities, customers can now take advantage of some of the its popular omnichannel services, including “Buy Online, Pick Up In Store” and “Ship to Store,” through their smartphones and tablets.

“Mobile is our fastest growing channel of consumer engagement at Toys R Us,” said Meghan Kennedy, a spokeswoman for Toys R Us, Wayne, NJ. “It is an integral part of our omnichannel strategy.

“At Toys R Us, we believe successful brands will be those that build the best consumer-facing network across all channels, including our vast store base, distribution centers across the country, growing ecommerce business, mobile platform and social networking sites,” she said.

Holiday shopping
Toys R Us is taking a mobile-first approach this holiday season.

The company redesigned its mobile shopping apps and mobile sites for Toys R Us and Babies R Us to enhance the shopping experience for on-the-go consumers.

Through the company’s enhanced mobile shopping capabilities, shoppers can now have a unified shopping cart and navigate seamlessly between Toys R Us and Babies R Us within the app and mobile sites.

Through the mobile apps, mobile sites and tablet-optimized experiences, consumers can search and browse products, read reviews and item descriptions, view video content and place an order.

The mobile app and optimized sites mirror the search functionality of the company’s Web site where consumers can search by category, age, character/theme, brand and clearance.

New technologies
In addition to the new redesign, the Toys R Us iPhone and Android apps feature QR code scanning capabilities.

Consumers can now scan a product bar code or a QR code while in-store to obtain more information on an item of interest.

By scanning a product’s bar code, customers will be directed to a page where they can see product details and user reviews and will be able to add the item to their shopping cart quickly.

Additionally, Toys R Us is also making its weekly ads and deals more accessible to consumers.

Shoppers using a mobile device or tablet can enter their ZIP code to view the weekly ad and deals for their area.

Furthermore, consumers can save their “home store” under the store locator function to be automatically directed to the weekly ad for their area.

“Increasingly more and more customers are using mobile devices to shop with Toys R Us, so we have worked to enhance this channel by redesigning our mobile site and apps, and launch a tablet-optimized experience,” Ms. Kennedy said.

“These enhancements make it even easier to shop Toys R Us and Babies R Us while on-the-go,” she said. “For example, customers can now take advantage of some of the our popular omnichannel services, including ‘Buy Online, Pick Up In Store’ and ‘Ship to Store,’ through their smartphones and tablets.

“The navigation features of our redesigned mobile apps and site and new tablet-optimized site are very similar to our ecommerce sites, allowing customers to browse and shop easily from wherever they are.”
 
Enhanced features
As part of its continuous effort to reach consumers through different mediums, Toys R Us is also letting consumers get access to new deals and savings through the company’s “R” Mobile Messaging program.

Consumers can text the keyword DEALS to 78697 to receive Toys R Us offers, text the keyword DEALS to 72229 for Babies R Us offers or text the keyword EEDEALS to 78697 to receive special notifications regarding electronics and entertainment offers.

Each week, the company sends out SMS messages featuring coupons, event information and other savings to its opted in database.

Toys R Us is also integrating social into its mobile efforts.

Now, consumers can share their favorite items with family and friends through Twitter, Facebook and Pinterest via their smartphone or tablet device.

The company is supporting the launch of its new and enhanced mobile shopping capabilities with in-store signage, SMS messages and through the company’s social media sites.

A mobile multichannel approach is essential this holiday season.

By using various channels, Toys R Us is ensuring that consumers engage with the company this holiday season.

“In addition, we have partnered with a number of leaders in the mobile space to provide customers access to a variety of payment options and apps,” Ms. Kennedy said.

“For example, we are partnering with PayPal this fall to test its offline payment solution in select stores, where customers can pay for their purchase by simply entering their mobile number and PIN at the point of sale,” she said.

“We have also partnered with Google Wallet to test its near-field communication technology that turns a shopper’s cell phone into their wallet, allowing them to pay for purchases in 200 of our stores. We continue to look for innovative ways to enhance our mobile shopping capabilities.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York