Toys “R” Us officials want to be more competitive online when it comes to the customer experience. With the holiday shopping season just around the corner, what better time to create a more attractive customer engagement incentive online.
Consequently, as of Sept. 9, Toys “R” Us lowered the free shipping minimum required for online orders at Toysrus.com and Babiesrus.com from $49 to $19 (surcharges may apply on large/heavy items). The new free shipping threshold is the lowest the company has offered in recent history and one of the most enticing offers in the online retail space.
What’s more, the company also offers free delivery of online orders through its Free Store Pickup service, which allows customers to shop thousands of items available online and pick up their purchases at a local Toys “R”Us or Babies “R” Us store in an hour or less. In addition, Babiesrus.com will continue to offer free shipping on all baby gear items with no minimum purchase required. 
“We made the decision to lower our free shipping threshold to $19 after a comprehensive review of the competitive landscape and an evaluation of our offerings, as well as listening to the feedback we received from consumers,” Toys “R” Us spokesperson Alyssa Peera told Loyalty360. “This new lower free shipping minimum allows us to further enhance the online shopping experience for our customers, making our free shipping offer among the most competitive in the retail industry as we head into the holiday season.”
The new $19 free shipping threshold is available to all customers.
“However, as part of our ongoing transformation strategy, we are focused on improving the customer experience and strengthening our relationships with our most loyal customers,” Peera added. “Toys “R” Us has a strong and active loyal customer base with more than 19 million active loyalty members across the U.S.”
With a more than $1.2 billion global ecommerce business, Toys “R” Us, Inc. has seen its online sales continue to grow. As part of the company’s ongoing transformation strategy, one of its key priorities is to optimize the ecommerce business and improve the customer experience online.