Toys"R"Us Unveils New Mobile Upgrades for Holiday Season

Just in time for the holiday shopping season, Toys"R"Us has announced major upgrades to its mobile web experience. Thanks to a newly implemented mobile coupon barcode system, Toys"R"Us shoppers can use virtual coupons in-store via their phones, receive exclusive text message offers and redeem eGift cards.

"Mobile phones are an integral part of busy moms’ and dads’ lifestyles, and we are always looking for exciting new ways to engage and present them with the most streamlined, on-the-go shopping solutions," said Prama Bhatt, Toys"R"Us’ vice president, general manager, U.S. e-commerce, in a company press release. "Expanding our mobile offerings to include coupon barcode scanning and mobile messaging allows us to build stronger relationships with our customers while providing added convenience."

On top of customers being able to make instant purchases, get gift suggestions, find store locations and research products all via their mobile phones, Toys"R"Us and Babies"R"Us’ customers will now receive exclusive text message offers. Those customers who are signed up for the "R"Us mailing lists will also receive mobile-enabled coupons with attractive offers and deals. Once in-store, customers’ mobile emails or coupons can be directly scanned from their phones. Customers can opt in to these offers via text message and online.

Toys"R"Us has also established new gift card standards in preparation for the holidays. Building on the success of the 2009 introduction of the eGift card, customers can now send and redeem gift cards via email and mobile. Just like mobile coupons, eGift cards’ barcodes can be scanned in-store at the point of sale.

These upgrades are just the latest addition to Toys"R"Us’ mobile optimization efforts. Earlier this month, the toy retailer announced its Great Big Christmas Book holiday catalog would be available for iPad users.