Largest UK toy retailer follows up pioneering e-commerce venture by targeting mobile sales

Largest UK toy retailer follows up pioneering e-commerce venture by targeting mobile sales

Britain’s largest toy retailer Toys ‘R’ Us has worked with e-commerce consultancy neoworks, multichannel software provider hybris, and Red Ant digital agency to develop a new m-commerce channel.

Building on online heritage

Currently in the fourth version of its website, www.toysrus.co.uk, which currently runs on the hybris B2C Commerce platform, it launched into m-commerce early in July this year.

Will White, Toys ‘R’ Us head of e-commerce, said: “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 omnichannel delivery – access to our products and promotions any time, anywhere. Our customers expect – and deserve – nothing less.”

Collaborative supplier effort

Neoworks developed and implemented the mobile platform with functionality that includes store stock availability information based on the user’s location, together with new features including Quick Response (QR) code driven purchasing.

Red Ant’s mobile experts developed the front-end user experience with a focus on ease of use and a direct, straightforward interface, to encourage interaction and purchase.

Toys ‘R’ Us has also built its omnichannel functionality on the hybris platform, which provides support for key features including ‘click and collect’ and its loyalty scheme.