Toys R Us to overhaul website

Streamlined ecommerce experience and new customisation hooks will improve retailer’s online presence

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Posted 09.05.2017 | Retail

Streamlined ecommerce experience and new customisation hooks will improve retailer’s online presence

Toys R Us is set to completely revamp its online presence with better ecommerce capabilities, according to USA Today.

The US news outlet reports a new website, complete with a fully functioning store, will roll out to a small number of users before a wider launch in July.

According to the toy retail giant’s Global Chief Technology Officer, Lance Will, more than 60 per cent of Toys R Us shoppers visit its website before heading in-store to make a purchase. “The website really represents the front door of our brand,’’ he said.

To make the experience better for its shoppers, the new site will streamline that browsing process and allow consumers to buy products in far fewer steps: two instead of five. Other changes will include better categorising of products, larger imagery and notifications about sale items shoppers may be interested in.

“Some organisations recognise faster than others there are shifts in the ways customers want to be communicated with and the way customers want to purchase products,’’ said Toys R Us CEO David Brandon. “It probably took us a while."

Beyond its website, Toys R Us will also reportedly experiment with better ways of communicating with its shoppers online. Later this year, the retailer will begin targeting email campaigns and presenting its content through personalised filters specific to returning shoppers’ interests and preferences.

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