November 13, 2012, 10:33 AM

Toys ‘R’ Us redesigns its m-commerce sites and apps

And it has launched an e-commerce site optimized specially for tablets.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

The home page of the chain retailer's tablet-optimized web site.

Toys ‘R’ Us Inc. has redesigned its mobile commerce sites and apps for Toys ‘R’ Us and Babies ‘R’ Us and has launched a new tablet-optimized site shared by both brands.

On the redesigned mobile sites and apps and the tablet-optimized site, customers can search and browse products, read reviews and item descriptions, view video content, and complete an order. The mobile app and optimized sites mirror the search functionality of the merchant’s e-commerce sites and allow shoppers to search by Category, Age, Character/Theme, Brand, What’s New and Clearance. Babies ‘R’ Us shoppers can also browse by Top Registry Items.

Through the redesigned mobile shopping app for iPhone and Android, users can now scan a product bar code or a QR code while in-store to obtain more information on a product. By scanning a product’s bar code, customers are linked 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.

Shoppers using a mobile device or tablet can enter their ZIP code to view the weekly ad and deals for their area. In addition, they can save their ‘home store’ under the store locator function to be automatically directed to the weekly ad for their area.

And customers can share their favorite items from Toys ‘R’ Us, No. 50 in the Internet Retailer Mobile 400, with family and friends through Twitter, Facebook and Pinterest from their smartphone or tablet.

Additionally, customers can now take advantage of some of the retailer’s multichannel services, including ‘Buy Online, Pick Up In-Store’ and ‘Ship to Store,’ through their smartphones and tablets. And the merchant’s enhanced mobile shopping sites and apps and tablet site offer a unified shopping cart, enabling shoppers to buy from both Toys ‘R’ Us and Babies ‘R’ Us with a single checkout, both within the apps and optimized sites.

On another mobile front, Toys ‘R’ Us continues to offer a text message marketing program. Customers can get instant access to new deals and savings through the merchant’s ‘R’ Mobile Messaging program. Each week coupons, events and savings for Toys ‘R’ Us and Babies ‘R’ Us are sent directly to enrolled customers’ mobile phones. Text messages are sent up to twice per week. Customers can text ‘DEALS’ to 78697 to receive Toys ‘R’ Us offers, ‘DEALS’ to 72229 for Babies ‘R’ Us offers and ‘EEDEALS’ to 78697 to receive special notifications regarding electronics and entertainment offers.

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