Toys "R" Us Upgrading Omni-Channel Features Just In Time For The Holidays

By Megan Zielinski, contributing writer

Toys “R” Us announced earlier this month, big changes to take place in stores and online nationwide as the holiday season approaches. The leading toy retailer is focusing on enhancing the customer experience with a newly-developed rewards program, free online layaway, improved store pickup service, in-store signage for easy product locating, and expansion of product categories with hundreds of merchandise from leading brands.

The upgraded Rewards “R” Us program allows members to obtain even more points than before— earning one point for each dollar spent, receiving up to $5 in rewards for $125 purchases. Members can collect $200 worth in reward points used toward exclusive toy offers. Members who are also registered “R” Us credit card owners earn two points for every dollar spent, and $10 back for $125 transactions. Card holders even have the opportunity to earn one dollar for every four dollars spent at other retail locations outside of Toys “R” Us or Babies “R” Us. Members can sign up to conveniently receive rewards through email, and login to the Rewards “R” Us webpage to manage rewards, view purchase history, print rewards, and select from special offers from family-focused brands.

Along with in-store layaway, customers will now have the opportunity to also use the budget-friendly payment service online—allowing customers to choose from an even wider variety of toys and games through the expansive online inventory, while making payments in the comforts of their home. Toys “R” Us is bringing back free holiday layaway, eliminating the normal $5 fee, for online and in-store customers.

Customers will no longer have to worry about endlessly searching for desired items, as Toys “R” Us is incorporating new in-store features designed to save the customer time, leading them directly to what they are looking for. Stores will include a large category guidance map at the store entrance, detailed directional signage at each aisle entrance, category and brand-specific signage, and two new storefront showcases displaying top trending monthly toys and a broad assortment of toys to choose from priced under $30. The online shopping experience will also be simplified as the new Toysrus.com gift finder filters through product categories by age, cost, and brand.

Through partnerships with top vendors including Lego, Barbie, and Charmazing, along with partnerships with private brands such as Animal Planet, The Home Depot, EduScience—Toys “R” Us customers will have even more merchandise to choose from as the leading toy retailer continues to expand category selections. Promotional campaigns featuring kids’ favorite shows, movies, and trending games will be advertised throughout the fall, leading up to the holiday shopping season. The engaging new C’mon Let’s Play brand campaign, portraying special childhood moments incorporated in play, will further develop over the holidays.   

Customers will be gifted this holiday season with even more services and money-saving opportunities that Toys “R” Us will be integrating into the omni-channel experience. When in-store shoppers provides proof on advertised products from online competitors including Best Buy, Walmart, Target, Kmart, Sears, Meijers, BabyDepot, and Amazon—Toys “R” Us will match the price of the item with their price match guarantee. Customers can also enjoy their local Toys “R” Us in-store pickup service, ordering toys and games online to be picked up in less than an hour. With online purchases of over $49, shoppers qualify for free shipping, and customers will now have until January 22 to return holiday items, as Toys “R” Us is lengthening the time-limit for accepting returns.

“We are pleased with our progress and the foundational improvements we’ve made to the business in preparing for the busy months ahead,” said Mr. Mullany. “Our focus at Toys“R”Us for the 2014 holiday season is to make it easy for customers to shop with us both in-store and online.