June 5, 2007, 12:00 AM

Toys “R” Us gets up close and personal with gift cards

Toys “R” Us Inc. is implementing personalized gift cards that shoppers can redeem online or in stores. Online shoppers can choose from pre-designed gift cards or make their own personalized creation featuring a particular photo or customized message.

Mark Brohan

Research Director

Toys “R” Us Inc. is implementing personalized gift cards that shoppers can redeem online or in stores.

Online shoppers can choose from eight pre-designed gift cards or make their own personalized creation featuring a particular photo, customized message or distinctive background art, says Toys “R” Us, No. 39 in the Internet Retailer Top 500 Guide.

The personalized gift card comes with a quality greeting card that can be custom designed as well, the retailer says. Cards can be selected from a wide assortment of designs to fit special occasions, birthdays and graduation. Toys “R” Us and Babies “R” Us gift cards can be purchased in stores and redeemed online, or purchased online and redeemed in any Toys “R” Us or Babies “R” Us location nationwide, the retailer says. Gift cards purchased online come with free standard shipping, but can be expedited for an additional fee, the retailer says.

In 2005 Toys “R” Us made the necessary back-end systems and database adjustments to accept stored value card transactions on its web site for several reasons, including encouraging year-round toy shopping. Now the multi-channel retailer sees value-enhanced and multi-channel gift cards as a good way to improve customer service. “We are excited to now offer customers the opportunity to purchase Toys “R” Us and Babies “R” Us gift cards on our web site, which can also be personalized with pictures and messages to commemorate any important event,” says senior vice president Greg Ahearn. “In the coming year, we will explore additional ways to offer expanded services to our online shoppers and to position Toysrus.com as a more fully-integrated online and in-store experience for our customers.”

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