Toys ‘R’ Us implements enhanced mobile functionality for holiday season

Wayne, N.J. Toys “R” Us said Tuesday that it has introduced several new advancements in its mobile technology capabilities, providing multichannel shoppers with new ways to learn about and take advantage of “R”Us promotions on their mobile devices.

As part of these enhancements, the retailer said it has adopted a coupon barcode scanning technology in Toys “R” Us and Babies “R” Us stores across the country and has implemented a mobile messaging program, presenting shoppers with the ability to receive exclusive text message offers directly to their mobile phones.

“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, VP, general manager, U.S. e-commerce, Toys “R” Us. “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.”

Toys “R” Us said both Toys “R” Us and Babies “R” Us nationwide are now equipped with coupon barcode scanners, which allow store associates to scan customers’ mobile email coupons straight from their mobile devices. Customers who are members of “R”Us mailing lists will begin to receive mobile-enabled coupons. When the mobile version of an email is displayed on a smartphone, print coupons are converted into an easily readable format, which can be scanned in-store from the shopper’s phone screen.

In 2009, the company unveiled electronic gift certificates, which allowed shoppers to send gift cards to intended recipients via email, which they then could print and use in-store or online. Now, recipients of eGift cards with Internet-enabled phones can retrieve their eGift card bar code sent to their email and have it scanned in-store at the point-of-sale.

“R” mobile messaging will allow subscribers to receive notifications and exclusive offers directly to their mobile devices. And mobile shopping allows Blackberry or iPhone users to shop by phone.