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Toys R Us enters m-commerce market

13 August 2012 - 13:52 by Mike Price

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High street retailer, Toys R Us, has just announced the launch of its first m-commerce service, which will allow customers to purchase products using their smartphones.

You could argue that Toys R Us is actually quite late to the game when it comes to mobile sales, since many other major retailers have adopted this platform, alongside their existing e-commerce outlets already.

However, looking back over its history, it is clear to see that Toys R Us is actually an innovator in the world of safe shopping online.

It was back in 1996 that it first launched the online arm of its retail operations and so it has had many years to create one of the most compelling e-commerce experiences around.

Company spokesperson, Will White, said that the entry into the mobile market should be seen as yet another asset in Toys R Us' bid to become a true multichannel powerhouse.

The Toys R Us m-commerce service will allow users to get offers based on their location and will also make it possible for them to shop by scanning QR codes in with their handset's camera.

You can already use Toys R Us' primary desktop channel for safe shopping online, with the option to order products via your PC and then collect them from your local store.

The company also operates a loyalty card scheme and this will be extended to the m-commerce service, so that customers can earn rewards no matter which platform they choose to use the next time they shop.

Toys R Us is the UK's largest toy retailer and it has managed to hold onto this position over the last decade and a half because it embraced e-commerce. Hopefully, it will retain its title in the future, thanks to its m-commerce activities.