Toys "R" Us has added new features and functions to its website that the company hopes will translate into improved sales and profits for the Christmas holiday and beyond.
The retailer said www.Toysrus.com has improved navigation and new features including an online wish list, gift finder and the "Want it Today?" store inventory checker. The site also includes an improved baby registry feature that links with Babies "R" Us.
"We know our customers look to us for our expertise in the toy and baby product categories, and an increasing number of people are using our online store not only to make purchases but to conduct research on products and services available in our stores," said Michael Scharff, vice president, general manager, e-commerce, Toys "R" Us, U.S. "By simplifying and enhancing the look of our e-commerce site and adding helpful tools, it's easier than ever for online customers to select and purchase the perfect gifts for their loved ones, quickly locate in-store availability of a desired product, and determine what items they need to prepare for the arrival of a new baby. These advancements provide a seamless online and in-store shopping experience for all of our customers."
In addition to new features, Toys "R" Us has also redesigned its site to give greater prominence to its "Mom's Favorites", where consumers rate products and provide reviews, and to its Rewards "R" Us loyalty program.
Discussion Questions: With so many online sites offering similar visual presentations and functions, what can retailers engaged in e-commerce do to set themselves apart? Will the changes that Toys "R" Us has made to its site help it differentiate itself online and in its stores?