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Toys R Us, Britain’s largest toy retailer and e-commerce pioneer, launches mobile shopping

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It was the first UK retailer to launch an e-commerce solution in the UK in 1996, but Toys R Us is coming to m-commerce slightly later, only now adding mobile to its omni-channel retail approach.

Toys ‘R’ Us Head of eCommerce Will White explains: “We were the first ‘bricks and mortar’ retailer in the UK to go online back in 1996, and since then we’ve made it our business to stay ahead of the curve when it comes to enhancing our customers’ experience with the latest technology. This mobile platform is a fundamental part of our commitment to omni-channel delivery – access to our products and promotions any time, anywhere. Our customers expect – and deserve – nothing less.”

Britain’s largest toy retailer has worked with neoworks, an award winning e-commerce consultancy and software solutions provider, hybris a global leader in multichannel commerce software and Red Ant digital agency, to create the mobile offering.

neoworks developed and implemented one solution that gives users a truly top end mobile experience with functionalities such as store stock availability information based on the user’s location, together with new features including QR code driven purchasing.

Rick Hobbs, Director at neoworks says: “Mobile solutions are becoming the centre of a multi-channel commerce strategy, enabling retailers to seamlessly transfer the user from one channel to another. This makes a fully integrated mobile platform an essential element in today’s competitive marketplace.”

Red Ant’s mobile experts developed a clean, clear front-end user experience with a focus on ease of use and a direct, straightforward interface, which encourages interaction and purchase.

Alex Sbardella, Red Ant Head of Mobile explains: “The key to mCommerce success is to make sure that everything you do helps the customer achieve a task – look for a product, find a local store, buy something – at Red Ant we’re evangelistic about that. We worked closely with neoworks to deliver a mobile solution which has the customer at its heart – simple to use, with a straight path to products and, ultimately, purchase.”

Toys R Us has built its entire omni-channel functionality on the hybris platform, which provides support for key features including Click and Collect and the Loyalty Scheme.

Ariel Lüdi, CEO at hybris, says: “We have worked closely with neoworks to implement many of the key aspects of the Toys R Us website. The new mobile solution relies on the flexibility of our platform and its ability to support new and innovative developments within the retailer’s omni-channel strategy. We are delighted to be involved with such an exciting and forward looking company, which truly embraces omni-channel.”

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