A Look at Toys ‘R’ Us’s Holiday 2011 Mobile Strategy

Toys ‘R’ Us today announced Friday that it has expanded its mobile offerings for the 2011 holiday season. Here’s a look at what the multichannel toy seller is doing to bring an enhanced mobile experience to its customers.

Expanded Gift Finder app offerings: By the end of November, Toys ‘R’ Us hopes to have its Gift Finder app available for both iPhones and Androids. A version is currently available for the iPad. The Gift Finder asks gift-givers a series of questions about the child they’re shopping for, and provides gift suggestions based on age and interests. When customers search for a product, they will be able to sort the results by relevance, best-selling items, top-rated items or price.

Milo and RedLaser 3.0 iPhone integration: Through the company’s partnership with eBay, Toys ‘R’Us’s local inventory searchable on mobile apps Milo and RedLaser 3.0. Using the RedLaser 3.0 app for iPhone, customers can pay for the item they’re looking for within the app, and then pick up their item at a nearby store.

Location-Based programs Foursquare and shopkick: On Thanksgiving and Black Friday, customers can check-in at their local store via Foursquare to receive the Geoffrey Holiday Badge, while supplies last. After unlocking the badge, those who check-in can redeem a coupon for 15% off a purchase of $150 or more between Nov. 27 and Dec. 3.

In addition, Super Swarm deals will be unlocked when 15 people check in at the same Toys ‘R’ Us location within a three-hour timeframe on Thanksgiving and Black Friday, allowing participants to choose additional discounts.

Throughout the remainder of the holiday season, shoppers can unlock the Geoffrey Holiday Badge and additional special savings opportunities when checking in at Toys ‘R’ Us on Foursquare.

In approximately 100 Toys ‘R’ Us stores in the New York, San Francisco, Chicago and Los Angeles metro areas, customers using Shopkick will also be eligible for certain deals from Thanksgiving through Saturday, Nov. 26, that can be redeemed the following week.

Google Wallet Availability: Customers in approximately 200 Toys ‘R’ Us and Babies ‘R’ Us stores in major metro areas, including New York, Los Angeles, Washington, D.C., Chicago and San Francisco can use their phone to pay for their purchases using Google Wallet. The NFC-enabled Google Wallet is presently available on Sprint Nexus S 4G phones.

QR Codes: Toys ‘R’ Us says its customers have responded enthusiastically to QR codes that the company has used to supplement print advertising vehicles, product packaging and in-store signage. For example, in the approximately two weeks following the launch of The Great Big Toys ‘R’ Us Book, the four product-specific QR codes throughout the catalog were scanned tens of thousands of times. Each item’s accompanying QR code lets viewers see demonstrations of the product in action.

QR codes are also available as part of in-store signage and on individual product packaging to showcase product demos or provide additional information on how a particular program works.

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