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Toys R Us launches mCommerce solution

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By The Drum Team, Editorial

July 30, 2012 | 2 min read

Toy retailer Toys R Us has worked with eCommerce consultancy and software solutions provider neoworks and digital agency Red Ant to develop its new mCommerce solution. Head of eCommerce at Toys R Us, Will White, commented: “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 anytime, anywhere.

“Our customers expect – and deserve – nothing less.”

Toys R Us launched its mCommerce solution to the public in early July and is so far following in the footsteps of its popular eCommerce site – www.toysrus.co.uk – which was the first of its kind when it launched in 1996. Now in its fourth version, the site is underpinned by the hybris B2C commerce platform.

Developed and implemented by neoworks the mCommerce site features functionalities such as live store stock information based on locations, and QR code driven purchasing. Rick Hobbs, director at networks stated that “mobile solutions are becoming the centre of a multi-channel commerce strategy,” adding “a fully integrated mobile platform an essential element in today’s competitive marketplace.”

Alex Sbardella, head of mobile at Red Ant, who developed the front end user experience, added: “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.

“The key to mCommerce success is to make sure that everything you do helps the customer achieve a task.”

Toys R Us’ entire omni-channel functionality is built on the hybris platform, which provides support for key features including Click and Collect and the Loyalty Scheme, Ariel Lüdi, CEO at hybris, said the new mobile solution relies on the “flexibility of our platform and its ability to support new and innovative developments,” continuing “We are delighted to be involved with such an exciting and forward looking company, which truly embraces omni-channel.”

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